United Biscuits (UBUK) has announced the launch of a limited edition tin of McVitie’s biscuits to celebrate the Diamond Jubilee.
The McVitie’s Diamond Jubilee Assortment contains a 475g selection of McVitie’s biscuits and has newly designed royal blue theme featuring the head of the Queen.
The tin features the exclusively licensed Royal Mail stamp and aims to achieve stand out on shelf.
The tin will be available from April and has an MRRP of £5.
The Queen’s Jubilee will be a four day weekend for most people and with celebrations taking place across the UK, and the commemorative tin hopes to encourage sale of McVitie’s and complement to festivities as consumers organise social events such as street parties and family gatherings.
Sarah Heynen, marketing director of Sweet Biscuits at UBUK, said:
“With a long history of links to royalty that include creating both the Wedding and Diamond Anniversary cakes for Queen Elizabeth II, McVitie’s, as holders of a Royal Warrant, has created this special tin of assorted biscuits to celebrate this momentous British occasion.
“Last year, the McVitie’s Royal Wedding biscuit tin flew off retailers’ shelves to deliver £1.4m worth of incremental sales.
“This year, the nation’s appetite for British products is set to grow this summer, so retailers should make sure they stock up with the distinctive tin to ensure they take full advantage of this great sales opportunity.”