United Biscuits gives a boost to breakfast with new on-the-go range

United Biscuits (UB), the manufacturer of biscuits, snacks and cakes, has announced the re-launch of its McVitie’s Breakfast biscuit range, which includes the launch of two new products – McVitie’s Breakfast Oaty Breaks and McVitie’s Breakfast Fruit amp; Oat Bakes, as well as a new modern packaging design. The McVitie’s Breakfast range seeks to make the modern breakfast more enjoyable, incorporating porridge oats to create “a delicious and wholesome breakfast offering”.

McVitie’s Breakfast Oaty Breaks are baked with porridge oats and packed with fibre and energy-releasing B Vitamins, Vitamin D and Iron. Featuring a new “snappable” format, they are available in a choice of two flavours: Golden Syrup and Raisin amp; Cinnamon. For those looking for a fruit based option, the company says McVitie’s Breakfast Fruit amp; Oat Bakes offer  wheat-meal and oat biscuits with a tasty fruit filling available in both apple and blueberry flavours. Both are available in handy portion packs sizes which are great for eating on the go.

Forming part of the McVitie’s masterbrand, McVitie’s Breakfast Oaty Breaks and McVitie’s Breakfast Fruit amp; Oat Bakes will be supported by a £3m media spend, including a television advertising campaign, PR and bespoke in-store promotions.

Kerry Owens, head of Healthier at United Biscuits, said: ” Modern and busy lifestyles continue to put pressure on our day with 55% of us eating breakfast biscuits on the go, so it’s important to start the day with a tasty and satisfying breakfast.  Consumers are increasingly looking for alternative options for a wholesome breakfast on-the-go. These new additions to the McVitie’s Breakfast range will offer hearty and delicious choices to help them kick-start their day.”

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