McVitie’s extends Hobnobs Nibbles with hazelnut NPD

McVitie’s has extended its £15m Nibbles snacking range with a Hazelnut Hobnobs variant.

Available with an RSP of £1.99 for a 120g sharing bag, the Hazelnut Hobnobs Nibbles taps the growing demand for nut-flavoured products, according to McVitie’s owner Pladis.

The NPD joins the existing range, which comprises Digestives Nibbles Milk Chocolate, Dark Chocolate, Caramel, and Milk Chocolate Orange, as well as Hobnobs Nibbles Milk Chocolate.

McVitie’s Nibbles are worth £15m, with sales up 3% in value and 7% in volume year on year, according to Nielsen data to 30 December 2017.

“Our McVitie’s Nibbles range has performed exceptionally well over the last year, in part due to the increasing popularity of the evening sharing occasion,” said Kerry Owens, Pladis UK marketing director sweet biscuits.

“We’ve added Hazelnut to the Hobnobs Nibbles range, as nut-flavoured products are in high demand and trend forecasts show it will continue to grow over the next five years.”

McVitie’s Nibbles were introduced to the market in 2016, with a £12m extension of the range later in the year. Sharing has been a key focus for Pladis, which unveiled Cake Bite Tubs a year ago.

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