United Biscuits (UBUK), has announced that McVitie’s HobNobs is relaunching with the addition of Golden Syrup to the biscuits’ recipe.
The new recipe is designed to increase the appeal of the brand to consumers and grow sales for retailers.
McVitie’s HobNobs biscuits with the new recipe are available for retailers now in a 300g roll wrap at an MRRP of £1.36.
Packs will feature an on pack flash communicating the new recipe in a bid to achieve greater on shelf stand out.
The launch of the new McVitie’s HobNobs recipe follows consumer research that showed 92% of consumers intended to purchase the McVitie’s HobNobs biscuits following the inclusion of Golden Syrup in the recipe.
Sarah Heynen, marketing director of Sweet Biscuits at UBUK, said:
“This investment in reformulating McVitie’s HobNobs will ensure we continue to develop and offer consumers the best possible tasting biscuits.
“Having received such a great response on the new recipe, we’re sure that this new recipe will help drive sales for retailers in the Everyday Biscuits segment, which is currently worth £320m and growing by 7%.
“Retailers looking to make this most of this high purchase intent should make sure they stock up now.”