FDBusiness.com

United Biscuits (UB), the leading international manufacturer of biscuits and cakes, has announced the launch of McVitie’s DeliChoc in the UK, a thickly-coated Belgian chocolate biscuit with an intensely crunchy sensation.

DeliChoc is already popular in Europe, having originated in France and Belgium as part of UB’s Delacre portfolio. Part of the everyday special treats category, the product comprises a slab of thick Belgian chocolate on top of an extra-crunchy biscuit, and comes in three varieties; milk, dark and white chocolate.

McVitie’s is investing £2 million to promote the UK launch of DeliChoc, with a television advertising campaign planned for the product in spring 2015. The launch will also be supported by in-store activations, as well as online marketing, PR and promotion through the company’s social media channels. United Biscuits is anticipating at least £6.5 million RSV for the product in the first year.

The New McVitie’s DeliChoc range is being rolled out across grocery stores and depots from early January. The product is sold in 150g tray packs and is offered in case sizes of 12s or 6s PMP, offering options to both grocery and convenience customers.

Sarah Heynen, Marketing Director of Sweet Biscuits at UBUK, says: “Our aim is to extend the McVitie’s Masterbrand into new eating occasions by offering even greater variety for retailers and consumers. We are confident that the launch of new McVitie’s Delichoc into the UK will follow on from its success on the Continent, where its distinctive crunchy eat is a great alternative treat to many traditional products available.”

She continues: “Our market research shows that biscuit-lovers in the UK often enjoy sweet snacks during the evening, and we were looking for a product that offers something a little different in order to meet this trend. As well as the generous portion of either milk, white or dark Belgian chocolate, the DeliChoc biscuit offers consumers an intensely crunchy sensation. Having enjoyed huge success for our sweet biscuit range in 2014, we hope that the launch of DeliChoc marks the beginning of another great year for McVitie’s.”

As the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland, UB owns and operates 16 manufacturing facilities, of which seven are in the UK and has a strong footprint for growth, with products sold in over 130 countries.

UB is owned by Yildiz Holding – the largest food and beverage company in Turkey with over 300 brands in 49 different categories.