Masterfoods is to back biscuit newcomer Bisc& with a £15m marketing campaign, making it the company’s “biggest priority” this year.
It also aims to make the brand, plans for which were revealed in The Grocer at the end of last year, a £30m-a-year player by 2005. If successful, the four-flavour brand - which incorporates biscuit with countline stars Mars, Twix, Bounty and M&M’s - would almost certainly become a top 10 brand in an increasingly competitive market.
Rolling out to stores now, it is the first time that confectionery stalwart Mars has been put into a biscuit format in Britain, while the inclusion of Twix in the range signals the end for the Twix Top variant which is being withdrawn.
See The Grocer for further details.
It also aims to make the brand, plans for which were revealed in The Grocer at the end of last year, a £30m-a-year player by 2005. If successful, the four-flavour brand - which incorporates biscuit with countline stars Mars, Twix, Bounty and M&M’s - would almost certainly become a top 10 brand in an increasingly competitive market.
Rolling out to stores now, it is the first time that confectionery stalwart Mars has been put into a biscuit format in Britain, while the inclusion of Twix in the range signals the end for the Twix Top variant which is being withdrawn.
See The Grocer for further details.
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