INNOVATION ROUND-UP MARCH 2016
McVitie’s Teacakes (UK)
United Biscuits has expanded its McVitie’s Digestives and McVitie’s Hobnobs brands with the launch of teacakes. Sold in eight-packs with a recommended retail price of £1.65 ($2.35), the teacakes combine soft marshmallow with caramel flavored pieces in the case of the Digestives, and an oaty biscuit crumb in the HobNobs version. United Biscuits said the products have had a “strong initial response” from retailers. “We have already seen success in past innovations where we have brought the taste of McVitie’s products to the cake aisle in new formats, and are confident McVitie’s Teacakes will prove a strong contender against existing ranges,” said McVitie’s Cake Company senior brand manager Karyn Bryant.
