Multiple product launches really take the biscuit

By Sarah Britton

- Last updated on GMT

Related tags Fruit United biscuits

Multiple product launches really take the biscuit
Snack specialist United Biscuits UK (UBUK) has announced its plan of action for 2006 after identifying three main consumer trends: pleasure;...

Snack specialist United Biscuits UK (UBUK) has announced its plan of action for 2006 after identifying three main consumer trends: pleasure; healthier products; and making life easier.

UBUK's Go Ahead! Yoghurt Break range has been a major contributor to the company's 13.2% share of the £298m healthier biscuit market, which is growing at 11.6% year-on-year. A strawberry variant will be hitting retailer's shelves this month, which, the firm expects, will provide a powerful mainstream entry point to drive market penetration, because strawberry is the number one sweet snacking flavour.

Go Ahead! will also see the arrival of two new healthier bagged snacks in the form of Crinkly Crisps and Crispy Bites. Crinkly Crisps come in Lightly Salted, Cheese & Onion and Salt & Vinegar. They are lower in saturated fat and free from artificial additives, flavours and monosodium glutamate. Each pack boasts less than 100 calories and is marketed at adults looking for low fat snack products.

Consumers tucking into potato and rice based Crispy Bites can look forward to Sweet Chilli, Chicken & Herb and Mature Cheese & Pickle flavours. The healthier bagged snacks market is worth £117m and UBUK saw its 31% year-on-year growth as an excellent opportunity. Cereal bars are another channel that the firm has updated. Go Ahead! Apricot Fruit Tops Cereal Bars contain 0.8g fat and are covered in real pieces of apricot.

UBUK is also innovating outside of its Go Ahead! brand. McVities' Berry Blast Jaffa Cakes were so successful when they arrived on the scene earlier this year, that the firm is adding two permanent flavours: Blackcurrant and Lemon & Lime.

Not wanting to be left out, KP Nuts is also receiving a brand extension in the form of Treenuts, an indulgence range consisting of: Roasted & Salted Cashews, Roasted & Salted Pistachios and Honey Roast Cashews & Peanuts.

And for those still eager to stick to a healthier regime, KP Simply, a range of unsalted nuts and fruits, will be available. The 75g handypacks will come in Tropical mix and Summer mix flavours.

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