United Biscuits has invested £2m to bring a new product to the UK following its success in other parts of Europe.
McVitie’s DeliChoc biscuits will be launched into retailers this month, and the biscuit giant expects a retail sale value (RSV) of at least £6.5m for the first year.
The products themselves comprise a crunchy biscuit coated with Belgian chocolate, in milk, dark and white chocolate variants.
The launch will be supported by online campaigns, a TV advertisement and social media promotion.
Sarah Heynen, marketing director of sweet biscuits at UBUK, said: “Our aim is to extend the McVitie’s Masterbrand into new eating occasions by offering even greater variety for retailers and consumers. We are confident that the launch of new McVitie’s Delichoc into the UK will follow on from its success on the Continent, where its distinctive crunchy eat is a great alternative treat to many traditional products available.
“Our market research shows that biscuit-lovers in the UK often enjoy sweet snacks during the evening, and we were looking for a product that offers something a little different in order to meet this trend. As well as the generous portion of either milk, white or dark Belgian chocolate, the DeliChoc biscuit offers consumers an intensely crunchy sensation.
“Having enjoyed huge success for our sweet biscuit range in 2014, we hope that the launch of DeliChoc marks the beginning of another great year for McVitie’s.”
The products will be available as six-packs and 12-packs, and are available in milk, dark and white chocolate.