New Pack Format for McVitie’s Mini Pouches

McVitie’s Mini pouches will include three mini versions of the nation’s favourite biscuits to make the £12.6m range available to consumers in a new tear and share format.

24 Aug 2009 --- Building on the success of its McVitie’s Mini range, United Biscuits UK is introducing a new format to the range to drive sales for retailers.

McVitie’s Mini pouches will include three mini versions of the nation’s favourite biscuits to make the £12.6m range available to consumers in a new tear and share format.

The McVitie’s Mini pouches are available at a £1.29 MRRP across McVitie’s Mini Milk Chocolate Digestives, McVitie’s Mini Milk Chocolate HobNobs and McVitie’s Mini Chocolate Chip Cookies variants.

Sarah Heynen, marketing director of sweet biscuits at United Biscuits, said: “Sales of pouches are currently outgrowing traditional confectionery formats and driving the market. The new format is designed for consumers that want to share some of their favourite biscuits in mini serving format.

“Sited next to confectionery, our research has shown that sales of the range can improve dramatically and deliver incremental sales alongside existing sweet impulse snacking products. Retailers should make sure that the new pouches are positioned in high footfall areas and visible to customers.”

The launch follows on from the McVitie’s Mini range’s first outing on UK TV screens. Airing from the beginning of May, the £1.6m campaign focused on the portability of the range.