July will see the launch of two gluten-free biscuit products from McVitie's Hobnobs range; Gluten-Free Original Hobnobs and Gluten-Free Milk Chocolate Hobnobs.
In a statement, McVitie's said that it is confident that the naturally gluten-free oats in their new free-from biscuit range will mean the converted recipe will not be compromised. The company expects to have an RSV of £3 million from the range in its first year.
The free-from sweet biscuit segment has seen continuous growth in the past five years, seeing the category double in size since 2012. It is now estimated to be worth over £55 million today.
McVitie's Brand Director at United Biscuits, Kerry Owens commented: "The free-from sweet biscuit segment is one that continues to expand, with 55 per cent of UK consumers now open to buying gluten-free products. As the market leader in the main biscuit aisle, free-from is an important sector for us to expand into, to ensure McVitie's moments are open to all of our consumers with specific dietary requirements."
The range will be supported by a digital and PR campaign, to raise consumer awareness and drive trial.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Aoife Lawless. To subscribe to ESM: The European Supermarket Magazine, click here.
