New McVitie’s Packaging Helps Retailers Grab Extra Sales

The new tubes pack design will encourage consumers to ‘Grab & Go’ and will be featured on McVitie’s Milk Chocolate Digestives, Dark Chocolate Digestives and Milk Chocolate HobNobs packs.

24 Feb 2010 --- United Biscuits (UBUK), a leading manufacturer of snacks, biscuits and cakes, is redesigning the packaging on some of its best-selling McVitie’s biscuits to communicate to consumers the benefits of resealable tubes. The new tubes pack design will encourage consumers to ‘Grab & Go’ and will be featured on McVitie’s Milk Chocolate Digestives, Dark Chocolate Digestives and Milk Chocolate HobNobs packs. These will be available from March.

Tubular Sells

The McVitie’s tubes provide retailers with the opportunity to grow their biscuit sales as consumers like the benefits of resealable and portable packs of their favourite biscuit brands.
 
The tubes that are available are:
·McVitie’s Milk Chocolate Digestives – 250g, MRRP £1.80
·McVitie’s Dark Chocolate Digestives – 250g, MRRP £1.80
·McVitie’s Milk Chocolate HobNobs – 250g, MRRP £1.80
 
The tubes will also feature UBUK’s upcoming ‘Dunk or Not’ campaign that will drive consumer demand for the tubes.
 
Clear benefits

Sarah Heynen, Marketing Director of Sweet Biscuits, commented: “McVitie’s biscuits are bought by 82% of UK households every year and consumers are happy to trade up, from standard roll wraps to convenience formats, to keep their favourite biscuits fresh and readily available. There is a clear opportunity for retailers to capitalise on the consumer demand for products that can be both consumed on-the-go or at a later occasion. Consumers like to make use of these tubes in their cars, so these McVitie’s tubes should be stocked by forecourt stores to capitalise on the extra sales and profit opportunity.”