Tate & Lyle's Golden Syrup and Black Treacle, two of the UK's oldest surviving brands, have made their way onto the biscuit fixture courtesy of McVitie's.
The baked sweet goods specialist has added Golden Syrup and Black Treacle Creams to its biscuit portfolio. Both products sport the McV branding and the Tate & Lyle logo on pack.
McVitie's hopes to harness the two big names' appeal for older consumers and has targeted the new products primarily at those aged over 45.
The duo has just reached Sainsbury's shelves following launches in other multiples as well as in key wholesalers.
McVitie's sales director Martin Perkins predicted they would deliver a total of £2m in retail sales in their first year.
According to Perkins, McVitie's holds 48% of the everyday treats sector and was responsible for most of the £243m segment's 5.2% growth last year. "The creams sector of everyday treats has not witnessed innovation for a long time," he said, adding that the newcomers would "inject interest and attract new consumers".
The biscuit newcomers extend the existing relationship between McVitie's Cake Company and Tate & Lyle which dates back to 1980 and currently encompasses Golden Syrup cakes and cake bars.
The 119-year-old Golden Syrup brand has kept to its familiar tin format for almost all its life and had to wait until August 2002 for its first major packaging innovation ­ green plastic squeezy bottles.
Sporting labels which feature an updated version of brand character Lyle the Lion, the squeezy bottles are aimed at extending the brand into eating occasions which require pouring, such as on pancakes and ice creams.
The new biscuits are available in cases of 12 packs, each retailing at 65p.


{{MARKETING }}

Topics