McVitie’s is hoping to boost its share of the £480m countline biscuit sector by delisting some brands and spending £12m on the remainder, which include Penguin, Hobnob Bars and United.
McVitie’s says its countline brands have been under performing compared with its total biscuit sales. The firm says it is now looking for double-digit growth in the sector.
It has dropped Ginger Bars and 5-4-3-2-1. It will relaunch its main brands with new recipes and packaging, backed by a £7m TV ad campaign through Publicis and Leo Burnett and a £5m promotion programme through Marketing Drive.
The company will use the McVitie’s logo across all the remaining packs in its countlines range, including the flagship £55m Penguin brand.
McVitie’s will also relaunch Hobnob Bars, Milk Chocolate Digestive Bars, Taxi and United – giving them new recipes. Taxi and United will be backed by TV ad campaigns. Riva and Gold will be repackaged, though their recipes will remain unchanged.