McVitie's is taking its new McV branding into the dynamic cookies sector with the launch of two products, predicting sales of £12m in their first year. Sporting the brand's new McV logo, the Chocolate Chip and White Chocolate and Raspberry Cookies will hit shelves next month. They follow the April launch of mini-size Megabites and form part of McVitie's strategy to boost biscuits for out-of-home, lunchtime and evening eating occasions. A £1.8m marketing campaign of TV ads and sampling activity, targeting women aged 20-45, will back the launch ­ part of a £6.5m generic brand campaign. Emma Mansfield, marketing general manager, said the newcomers ­ in bags of 12, priced at 79p ­ should be merchandised in the everyday treats section of the fixture. She said the aim was "to deliver the melty, crumbly texture of fresh baked cookies at an affordable price". {{P&P }}

Topics