United Biscuits (UB) is to debut a gluten-free biscuit selection for the first time next month, under its McVitie’s brand.
Rolling out in July, McVitie’s Gluten-Free Original Hobnobs and McVitie’s Gluten-Free Milk Chocolate Hobnobs are said to offer the same “great signature taste and crumbly texture” due to the high proportion of gluten-free oats used in the recipe.
UB anticipates sales of the range, which is being supported by a digital and PR campaign, will achieve £3m in its first year.
Kerry Owens, McVitie’s brand director at United Biscuits, said: “The free-from sweet biscuit segment is one that continues to expand, with 55% of UK consumers now open to buying gluten-free products.”
“Thanks to our strong baking heritage, consumers rely on McVitie’s to deliver great-tasting, quality products and, as a result, we anticipate strong demand from shoppers to see the range on-shelf in-store.”
Last month McVitie’s launched personalised Jaffa Cakes for Father’s Day on 19 June.