UB revamps McVitie’s Breakfast biscuits

McVitie's

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.

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