UB goes snack to the future

11 January, 2008

United Biscuits is spending more than £10 million on product launches and ad

campaigns for its core snack brands.

KP Nuts will be extended with a three-strong premium sub-brand called Baked & Seasoned

in Thai Sweet Chilli, Sea Salt & Black Pepper

and Lime & Coriander flavours . The roll-out will be backed by a £2 million marketing campaign

to introduce younger adults to the


A limited edition range will be added to McCoy's crisps in February. Inspired by the nation's favourite takeaway meals, it will include flavours such as Southern Fried Chicken Wings, Chicken Curry

and Chinese Sweet & Sour Ribs .

McCoy's most popular limited edition range will

be available

year-round in 2008 with the launch of McCoy's Jackets six-packs - which contain three flavours of jacket potato toppings . A multipack containing McCoy's Flame Grilled Steak, Cheddar & Onion and Mexican Chilli will also be introduced.

Go Ahead! is getting a

low-fat savoury variant in a bid to bolster its image as a healthy snack. Baked Snaps are made with 100 per cent natural flavours,

with each pack containing

fewer than 100 calories and 5 per cent fat. The company will run a £3 million campaign

to drive consumer trial


to advertise its newly launched Go Wholemeal!

Commercial director Nick Stuart said: "Consumers

continually demand

healthier snacking and these

lines can be consumed conveniently, pleasurably and without guilt, making them perfect for January when people are especially conscious of what they eat."

McVitie's Digestives ' pack design is being revamped

and a £4 million TV campaign break s in February.

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