United launches McVitie’s Medley

United Biscuits has unveiled a range of new cereal and snack bars to capitalise on the popularity of McVitie’s Digestives and Hobnobs, and the growth of “out-of-home” snacking.

Available from June, the McVitie’s Medley range will come in three flavours in a multipack of six: Hobnobs with raisins and milk chocolate, Digestives with hazelnuts and milk chocolate, and Hobnobs with peanuts and milk chocolate (rrp £1.69).

Individually wrapped bars of Hobnobs with raisin and milk chocolate and Digestives with hazelnuts and milk chocolate will also be available in 39p price-marked packs.

A £2 million marketing campaign will support the launch, with TV advertising later this year, outdoor ads, in-store support and nationwide sampling.

Sarah Heynen, sweet biscuits marketing director, said research revealed that 82% of young men and women intend to buy Medley.

“They loved the delicious biscuit combinations of their favourite McVitie’s biscuits, Digestives and Hobnobs, and the fact that it is healthier than a chocolate bar, but more substantial and tasty than a cereal bar.

“This area of the market is enjoying massive growth and the launch will help to grow this market even further,” she said.