UBUK is targeting the everyday biscuit sector with its latest new product, which capitalises on the trend towards healthier eating.

McVitie?s Fruitsters

McVitie's Fruitsters are a range of biscuits made with 40% wholegrain and high in fibre, which UBUK hopes will re-energise the static ?253m everyday biscuit sector. The biscuits are available in four variants ? Cranberry and Almond, Sultana and Hazelnut, Blueberry and Oat and Apricot and Honey. The launch is supported by a ?1.5m marketing campaign and in-store with a two for one promotion.

Additionally, McVitie's will use on-pack communication to highlight the benefits of its core ranges of everyday biscuits. The new on-pack labelling will clearly signpost the fibre and wholemeal content on McVitie's HobNobs and McVitie's Digestives. This move will be backed by a print advertising campaign with the strap ?discover the goodness in McVitie's?.