United Biscuits (UB) has relaunched the McVitie’s Breakfast biscuit range, including two new products and a £3m media spend.
McVitie’s Breakfast Oaty Breaks and McVitie’s Breakfast Fruit & Oat Bakes are the newcomers and new packaging has also been designed.
Forming part of the McVitie’s masterbrand, McVitie’s Breakfast Oaty Breaks and McVitie’s Breakfast Fruit & Oat Bakes will be supported by a £3m media spend, including a television advertising campaign, PR and bespoke in-store promotions.
Kerry Owens, head of healthier at United Biscuits, said: “Modern and busy lifestyles continue to put pressure on our day with 55% of us eating breakfast biscuits on the go, so it’s important to start the day with a tasty and satisfying breakfast.
“Consumers are increasingly looking for alternative options for a wholesome breakfast on-the-go. These new additions to the McVitie’s Breakfast range will offer hearty and delicious choices to help them kick-start their day.”
The Oaty Breaks are packed with buzz-word ingredients, including B vitamins, vitamin D and iron, and feature a new snappable format. They are available in golden syrup and cinnamon and raisin flavours.