McVitie’s Reduces Saturated Fat of Three of its Biscuits by a Further 50%

This second saturated fat reduction is a clear example of UB's ongoing commitment to improving the nutritional credentials of our much-loved brands and responding to consumers' desire to eat more healthily.

18 Nov 2009 --- United Biscuits (UBUK), a leading manufacturer of biscuits, snacks and cakes, announces a second reduction in the saturated fat content in three of its leading McVitie's biscuit brands after a further £5 million investment.

From November 2009, McVitie's Digestives, McVitie's HobNobs and McVitie's Rich Tea will be reduced in saturated fat by a further 50% following a similar reduction 12 months ago.

A further 50% less saturated fat, same great taste!

Last year UB reduced saturated fat in McVitie's Digestives, McVitie's Rich Tea, McVitie's HobNobs, McVitie's Light Digestive, McVitie's Light Rich Tea and McVitie's Light HobNobs by 50%. Now, the same range of products benefits from a further 50% saturated fat reduction.

To ensure the taste and texture of the biscuits remain the same, the range has gone through rigorous sensory testing and consumer taste tests, all of which have been extremely positive.

Jon Eggleton, Marketing Director at UBUK, comments: "Our first reduction in saturated fat was a major investment by UB. This was recognised recently at the IGD Food Industry Awards where UB won the 2009 Wellness Award. Through the investment of a further £5 million, we have achieved this second reduction without compromising on the recognisable taste and texture that our consumers expect from McVitie's, the nation's favourite biscuit.

Last year's positive nutritional changes have helped grow the brand, so we recommend that retailers get stocked up on the entire McVitie's range to take advantage of the increased sales and profit opportunities that the second saturated fat reduction will present".

This second saturated fat reduction is a clear example of UB's ongoing commitment to improving the nutritional credentials of our much-loved brands and responding to consumers' desire to eat more healthily.

From the beginning of November, the on-pack flash will be updated to: "Now Lowest Ever Saturated Fat Same Great Taste". In addition, the communication of ‘a further 50% reduction' will clearly highlight to consumers the second nutritional upgrade.

The brands are already free from artificial flavours or colours, as well as from hydrogenated vegetable oil and are a good source of fibre.

These claims currently feature on all McVitie's Digestives packs. The further saturated fat reduction will be promoted to consumers in January 2010 by a heavyweight television and print advertising campaign.