McVitie’s Brings European Favourite DeliChoc to the UK

 Breaking News
  • European Commission Clears Bayer’s Acquisition of Monsanto The European Commission has approved under the EU Merger Regulation the $62.5 billion acquisition of Monsanto by Bayer. The merger is conditional on the divestiture of an extensive remedy package, which addresses the parties’ overlaps in seeds, pesticides and digital agriculture. Commissioner Margrethe Vestager, in charge of competition policy, says: “We have approved Bayer’s plans to [...]...
  • Management Plan to Fortify Fishing Sector in Western Mediterranean Sea The European Commission has proposed a multi-annual plan for fish stocks in the western Mediterranean Sea. The proposal covers demersal fish stocks, ie fish that live and feed at the bottom of the seabed, and bring a significant income to the fisheries sector in the region. According to the latest data, it is estimated that in 2015, [...]...
  • Major International Summit in Belfast to Tackle Escalating Problem of Food Integrity Food-security experts from all over the world will converge on Belfast from 28-31 May 2018 for a major Summit on how to feed a growing global population – amid massive challenges such as climate change, Brexit, labyrinthine food-supply chains and food fraud on a global scale. The Belfast Summit on Global Food Integrity will be chaired by Professor Chris Elliott [...]...
  • Cargill’s Launches De-oiled Rapeseed Lecithin Products In response to growing consumer demand for label-friendly ingredients, Cargill is introducing a new range of de-oiled lecithin products to complete its portfolio of GMO and non-GMO lecithin products.  A first to market in Europe, Cargill’s de-oiled rapeseed lecithin products help bakery and snacks manufacturers deliver the recognizable ingredient label that consumers want, at an [...]...
  • Tetra Pak Scoops Top Award For Manufacturing Excellence Tetra Pak’s packaging material factory in Izmir, Turkey, has received the world’s top award for manufacturing excellence. In doing so, it becomes only the 22nd factory worldwide to win the prestigious award in more than 40 years. Appraised by the Japan Institute of Plant Maintenance​, the World Class Total Production Maintenance (TPM) Award is presented to facilities that [...]...

McVitie’s Brings European Favourite DeliChoc to the UK

McVitie’s Brings European Favourite DeliChoc to the UK
January 13
15:49 2015

United Biscuits (UB), the leading international manufacturer of biscuits and cakes, has announced the launch of McVitie’s DeliChoc in the UK, a thickly-coated Belgian chocolate biscuit with an intensely crunchy sensation.

DeliChoc is already popular in Europe, having originated in France and Belgium as part of UB’s Delacre portfolio. Part of the everyday special treats category, the product comprises a slab of thick Belgian chocolate on top of an extra-crunchy biscuit, and comes in three varieties; milk, dark and white chocolate.

McVitie’s is investing £2 million to promote the UK launch of DeliChoc, with a television advertising campaign planned for the product in spring 2015. The launch will also be supported by in-store activations, as well as online marketing, PR and promotion through the company’s social media channels. United Biscuits is anticipating at least £6.5 million RSV for the product in the first year.

The New McVitie’s DeliChoc range is being rolled out across grocery stores and depots from early January. The product is sold in 150g tray packs and is offered in case sizes of 12s or 6s PMP, offering options to both grocery and convenience customers.

Sarah Heynen, Marketing Director of Sweet Biscuits at UBUK, says: “Our aim is to extend the McVitie’s Masterbrand into new eating occasions by offering even greater variety for retailers and consumers. We are confident that the launch of new McVitie’s Delichoc into the UK will follow on from its success on the Continent, where its distinctive crunchy eat is a great alternative treat to many traditional products available.”

She continues: “Our market research shows that biscuit-lovers in the UK often enjoy sweet snacks during the evening, and we were looking for a product that offers something a little different in order to meet this trend. As well as the generous portion of either milk, white or dark Belgian chocolate, the DeliChoc biscuit offers consumers an intensely crunchy sensation. Having enjoyed huge success for our sweet biscuit range in 2014, we hope that the launch of DeliChoc marks the beginning of another great year for McVitie’s.”

As the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland, UB owns and operates 16 manufacturing facilities, of which seven are in the UK and has a strong footprint for growth, with products sold in over 130 countries.

UB is owned by Yildiz Holding – the largest food and beverage company in Turkey with over 300 brands in 49 different categories.

About Author



Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • March 28, 2018FOOD INDUSTRY
  • April 4, 2018The leading event for the snack and food-on-the-go market
  • April 5, 2018Slow food The forum for good taste
  • April 10, 2018EXPO XXI Warsaw International Expocentre
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here