McVitie’s set to extend its £12m Nibbles range

United Biscuits-owned McVitie’s is extending its Nibbles range with a Hobnobs variant.

Available from January next year across grocery and convenience stores, the Hobnobs Nibbles will come in resealable pouches of 120g at £1.89 and 80g at £1.00.

The launch follows an successful year for what the company described as one of the biggest pieces of sweet biscuit NPD in 2016, with sales of Nibbles exceeding £12m.

Kerry Owens, brand director at McVitie’s, said the launch of McVitie’s Digestives Nibbles marked a brand new proposition from the company in the sweet snacking sector.

“The range has seen fantastic response from shoppers, and we’re excited to celebrate this new addition, she said.

“McVitie’s Nibbles have continued to attract a younger audience to the brand, and opened up new snacking occasions for the market, so we are confident consumers will respond equally well to this new oaty nibble in a delicious nibbly format.”

The extension to the range will be supported by the McVitie’s Sweeet campaign with a media spend of £3m.

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