McVitie’s appeals to on-the-go snackers with Digestives Nibbles handy packs

McVitie’s is helping retailers cash in on the trend for busy shoppers to snack on the go, with the launch of Digestives Nibbles handy packs. 

Rolling out to retailers from next month, the biscuit grab bags are available in two flavours, Caramel and Milk Chocolate, with an RRP of 59p.

Their introduction follows the success of McVitie’s Digestives Nibbles sharing packs, which have seen retail sales of more than £15m since launching in February last year.

A £3m marketing campaign, PR and digital activity will back the new additions.

McVitie’s marketing director Kerry Owens said: “Shoppers’ busy lifestyles have led to an increase in snacking when they are out and about, and has seen them move more towards single serve packs, pouches and grab bags.”

More than half of biscuits eaten on the move are in take-home packs, said Owens, as only 7% are available in on-the-go formats. This makes the Nibbles handy packs an exciting new format for independent retailers. 

“Our handy packs are the perfect treat for shoppers who are grazing in the day or looking for a sweet treat on the move. We are confident that they will love the new packs,” she added.