McVitie’s to launch ‘giant size’ biscuit range

McVitie’s is launching a range of “giant size” biscuit brands to capture more impulse sales in news-agents, convenience stores and petrol forecourts.

According to sources, the company is preparing to sell individual versions of Ace, Taxi, Hob Nob and Boaster biscuits in a bigger format to compete more closely with countlines such as Mars Bar and Twix, and sweet snacks such as Burton’s Wagon Wheels.

McVitie’s is keen to push biscuits in the impulse sector which is seen as a growth area.

The company is poised to appoint a replacement for the general marketing manager of the impulse sector, Rooney Anand, who leaves

this week to become marketing director at Sara Lee Bakery (MW June 21).

A spokeswoman for the company refused to comment on the new biscuit range.

McVitie’s 2m TV campaign backing its low-fat Go Ahead! range of biscuits, cakes, snacks and frozen desserts breaks on Sunday.

The campaign by Leo Burnett targets mainstream consumers – predominantly housewives with children – and features Jane Asher.

According to McVitie’s, Go Ahead! has achieved sales of more than 3m since its launch eight weeks ago.