McVitie’s is understood to be planning to drop its United chocolate biscuit brand early next spring.
Sources close to the biscuit manufacturer suggest the brand, with its distinctive blue and white striped packaging, is outdated and has not met expectations.
It is anticipated that United will be replaced by a new product now in development. A new product development consultancy is believed to have been appointed to run the project.
The chocolate biscuit brand, which used to have a higher profile, is handled by Leo Burnett. Its advertising budget is worth 840,000 (Register-MEAL).
The premium quality biscuit sector, which includes chocolate-covered varieties, was worth over 140m last year. The total biscuit market in the UK is worth 1.6bn, of which McVitie’s accounts for about 44 per cent of all sales by value.
McVitie’s best selling brands include Rich Tea, Digestives and Ginger Nuts. McVitie’s marketing director Andy Rush was unavailable for comment.