McVitie’s Ace launch to challenge Jacob’s Club

By Marketing Week 2 Feb 1996 12:00 am

McVitie’s UK is launching a chocolate biscuit called Ace in a direct attack on Jacob’s Club.

Industry insiders say the company will withdraw its McVitie’s Gold biscuit as a single brand, and reintroduce it as an Ace variant.

Ace, which is being launched at Easter, is expected to have a major promotion campaign, through ad agency Leo Burnett. The agency looks after all McVitie’s brands except Penguin, which is handled by Publicis.

Ace will go on sale in a multipack, with a promotional offer of seven biscuits for the price of five. It will come in four flavours: gold, milk chocolate, dark orange, and fruit and nut.

The company refused to comment on the launch.

McVitie’s is also understood to be dropping its United chocolate biscuit brand this spring (MW November 10, 1995).

Nestlé is launching an orange version of Britain’s best-selling countline, Kit Kat. The chocolate is being produced as a special promotion which may be permanently retained. Kit Kat ad agency J Walter Thompson is tipped to handle any advertising.

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