United Biscuits targets £17m first-year sales for McVitie’s Digestive Nibbles
The manufacturer is predicting first-year retail sales of £17m ($24.5m) in the first 12 months for McVitie’s Digestives Nibbles, which roll out from the end of this month.
Nibbles are chocolate-coated biscuit pieces available in four variants – Milk Chocolate, Dark Chocolate, Double Chocolate and Caramel - that will be sold in a 129g resealable pouch format with a recommended retail price of £1.89 ($2.73). A price-marked variant is set to launch later this year.
United Biscuits – which was acquired by Yildiz Holding in 2014 – said the Digestive Nibbles were the first innovation of its kind for the UK biscuit category, describing them as “perfect” for sharing at home in the evening with friends and family.
They were developed specifically for the UK market - although may launch more widely in future - and are produced in Turkey at Yildiz Holding facilities.
Break new ground
“The launch is a significant moment for UB and the category, set to break new ground in sweet biscuits,” said Sarah Heynen, marketing director at United Biscuits. “This is an exciting proposition for the market, targeting a new evening sharing treat occasion for biscuits.”
She added that consumers had responded “incredibly positively” to the range in testing, particularly the balanced combination of chocolate and biscuit.
“Alongside an equally positive response from customers, we are confident this is a long-awaited true innovation for the category,” she said.
£4m marketing investment
Launching across the grocery, convenience, forecourt and foodservice channels, the range will be backed by more than £4m of marketing including TV advertising, digital and social media. In-store activity will include point of sale material, clip strips and gondola end toppers.
Nibbles are expected to be merchandised in the biscuit aisle in the grocery channel, but United Biscuits said some convenience stores might sell them from the confectionery aisle.
In addition to McVitie’s, United Biscuits produces brands including Jacob’s, Twiglets, Mini Cheddars and Carr's in the UK; BN, Delacre, Verkade and Sultana in Continental Europe and Haansbro in Nigeria. It owns and operates 16 manufacturing facilities, with seven in the UK.
Yildiz Holding – owner of brands including Ülker, McVitie’s and Godiva – acquired United Biscuits in November 2014.
