UBUK reveals 2012 strategy

05 December, 2011

United Biscuits (UBUK) will be focusing on extending its biscuit and cake offering, alongside consumer promotions, to further strengthen its position in the snacking market for 2012.

The manufacturer of snacks, biscuits and cakes will be launching Jacob’s Oddities, a new range of bite-sized unusual shaped savoury biscuits in March. The range consists of two flavours – cheese and smoky bacon – and will be available in multipacks, sharing packs and on-the-go packs.

UBUK will also introduce a new McVitie’s Double Chocolate variety to its McVitie’s Medley portfolio in January, in addition to a new Honeycomb flavour in its Jacob’s Club range and a McVitie’s Toffee Penguin bar, both launching in February.

Jon Eggleton, marketing director, UBUK, said: “We have a strong 2012 marketing plan, as always, which will ensure we drive sales across our biggest brands. Jacob’s Oddities has been developed on the back of the most rigorous consumer research. There is a huge opportunity to grow the savoury biscuits market, particularly with an established brand that is providing a range of new tasty snack biscuits.

“It will develop this segment of the UK’s savoury biscuit category and provide retailers with a new opportunity to grow their sales of savoury biscuits.”

In addition to its biscuit offering, UBUK's McVitie’s Cake Company (MCC) will target the food-to-go sector with the launch of its Jamaica Ginger Cake Bars at the end of December. To  complement this, MCC will introduce new Mini Loaves, including Jamaica Ginger and Lyle’s Golden Syrup variants, which will be available for retailers to buy in packs of four from mid-February.

UBUK will also be launching a new ‘Dunk Time’ three-month campaign from February in line with its McVitie’s brand, helping retailers to maximise sales alongside hot drink products. On-pack promotions will increase awareness of the campaign among consumers and will include a giveaway of over one million Dunk Time branded mugs.

Eggleton added: “McVitie’s latest VIP Dunk Time promotion highlights the massive opportunity presented by cross-selling biscuits and hot drinks. Around 86% of McVitie’s biscuits are eaten with a drink, but only 8% of drink occasions feature a biscuit, so there is another big growth opportunity for retailers.”





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