United Biscuits (UB) is to expand further into the cake aisle with the release of two teacake products.
Launching under the McVitie’s brand, the Digestives Caramel Teacakes and McVitie’s Milk Chocolate Hobnobs coat a biscuit base and soft marshmallow in chocolate before being topped either with caramel or oat-crumb pieces. They come in packs of eight, with a manufacturer’s mandated retail price (MMRP) of £1.65.
The company said the range would go on sale across all major grocery outlets and convenience stores, and would be supported by a strong programme of promotion to drive on-shelf feature and encourage consumers to try the products.
Karyn Bryant, senior brand manager at McVitie’s Cake Company, said: “We are extremely excited about the launch of McVitie’s Teacakes, which we feel offers a ground breaking new product for our customers.
“We have already seen great success in past innovations, where we have brought the well-loved taste of McVitie’s products to the cake aisle in new formats, and are confident McVitie’s Teacakes will prove a strong contender against existing ranges. After all, McVitie’s biscuits are eaten by 52 million people in the UK so we firmly believe McVitie’s Teacakes will be a popular hit with shoppers.”
UB recently announced McVitie’s Ginger Nuts had re-entered production at its flood-stricken Carlisle plant.