United Biscuits extends McVitie’s Penguin range with new Caramel Wafer

United Biscuits UK, a leading manufacturer of snacks, biscuits, and cakes, is launching a new caramel wafer variant to its popular McVitie’s Penguin range. McVitie’s Penguin Caramel Wafer will be available to retailers from January and will sit alongside the existing Penguin Wafer.

To provide consumers variety within the McVitie’s Penguin brand, UBUK is introducing the new Penguin Caramel Wafer in a 9 pack at an MRRP of £1.86. Also communicated on pack will be that the product contains 106kcal and no hydrogenated vegetable oil, artificial colours or flavours.

Now worth over £4 million, the McVitie’s Penguin Wafer range has become a popular addition to the brand since it was introduced in 2008. Sales of the McVitie’s Penguin brand currently stand at £30m and growing by 7%, outgrowing the Chocolate Biscuit Bars sub-category, which is worth £382m and currently growing by 0.3%.

Matt Brown, Brand Director at UBUK, commented: “The introduction of McVitie’s Penguin Wafer has been one of our most successful brand extensions in recent years. We’re sure the new caramel-flavoured addition to the range will drive further sales for retailers as it is the second most popular flavour in the wafer segment, after chocolate. There’s definitely a gap in the market for a lighter, caramel wafer product so we recommend that retailers stock on this delicious new wafer bar.”