McVitie’s Penguin Cuts the Calories and Refreshes its Packaging

The reformulated McVitie’s Penguin range will be supported by a fresh new pack design communicating its new calorie content and highlighting its nutritional credentials, including no artificial colours or flavours or hydrogenated vegetable oil.

Sep 1 2010 --- United Biscuits UK, a leading manufacturer of biscuits, snacks and cakes, is redesigning the packaging of the popular McVitie’s Penguin range and is also improving the nutritional content of the range to meet consumers’ continued desire for healthier products.

Penguin cuts out the calories
The McVitie’s Penguin is now worth £33m (RSV), growing by 11% and is currently the second biggest brand within the CBB (Chocolate Biscuit Bar segment). UBUK is demonstrating its commitment to making its’ products as healthy as possible by reducing calories on all Penguin biscuits. The McVitie’s Penguin biscuits range will now contain just 106 calories per bar and retailers should take advantage of the increased demand for healthier products and ensure they stock up accordingly.
 
Perfect pack
The reformulated McVitie’s Penguin range will be supported by a fresh new pack design communicating its new calorie content and highlighting its nutritional credentials, including no artificial colours or flavours or hydrogenated vegetable oil. The new pack design will also feature an on pack flash promoting the recently launched McVitie’s VIP Club promotion, a scheme that rewards consumers for choosing McVitie’s by giving away tea break treats to consumers that enter unique codes on a new McVitie’s website.
 
McVitie’s Penguin multi-packs are also being given a colourful new look with new inner pack designs featuring the brands trademark Penguin character enjoying a variety of outdoor activities which reflect the brands fun-loving personality. The new pack design has been developed to maximise stand-out on shelf and will be sure to draw in consumer’s attention.
 
Alice Cadman, Brand Director at UBUK commented: “We are continually working to produce great tasting products and to improve their health credentials wherever possible. This reformulation across the McVitie’s Penguin range demonstrates UB’s commitment to providing retailers with the right products to meet this growing consumer demand.
 
“The new pack design will also feature an on pack flash promoting the recently launched McVitie's VIP Club promotion. This scheme rewards consumers for choosing McVitie’s by giving away tea break treats to consumers whoenter unique codes on a new McVitie’s website. Retailers should make sure they are fully stocked with Penguin to ensure they capitalise on incremental demand that this impactful new design and promotion will generate.”