pladis introduces new Hazelnut flavour to Hobnobs Nibbles range

pladis, the snacking company behind some of the UK’s favourite biscuits and snacks,  has launcheda new Hazelnut flavour as part of the McVitie’s Hobnobs Nibbles range. Available to convenience, grocery and wholesalers, McVitie’s Hazelnut Hobnobs Nibbles are the latest variant in the range, which is now worth £15m[1] and has grown by 3% in value and 7% in volume[2] year-on-year.126069_Hazelnut-Hobnob-Nibbles


The new flavour joins the existing range including Digestives Nibbles Milk Chocolate, Dark Chocolate, Caramel, and Milk Chocolate Orange, as well as Hobnobs Nibbles Milk Chocolate.


McVitie’s Nibbles make up 85% of all biscuit pouch products[3], and the new flavour addition taps into a growing demand for nut-flavoured products, which is expected to continue to grow over the next five years[4]. The Digestives and Hobnobs Nibbles range is ideally suited for evening sharing, an occasion that is trending amongst the younger demographic.


Kerry Owens, pladis UK Marketing Director Sweet Biscuits, commented:“Our McVitie’s Nibbles range has performed exceptionally well over the last year, in part due to the increasing popularity of the evening sharing occasion. We’ve added Hazelnut to the Hobnobs Nibbles range, as nut-flavoured products are in high-demand and trend-forecasts show it will continue to grow over the next five years.”



[1]Nielsen Data, Total Coverage, Latest MAT to w.e 30.12.17

[2]Nielsen Data, Total Coverage, YOY to w.e 30.12.17

[3]Nielsen MAT to 30.12.17

[4] IRI 2017 New Snacking & emerging trends report

Author: kimbarnard

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