United Biscuits is launching its McVitie’s brand into the bitesize sector with McVitie’s Digestives Nibbles.

Available in 120g pouches, RRP £1.89, the range is available in four flavours, Milk Chocolate, Dark Chocolate, Double Chocolate and Caramel. UB is planning to launch price-marked packs later this year.

The new products will be available to convenience retailers from the end of February. UB is expecting the range to achieve more than £17m in sales in the first year.

The range will be backed by a £4m marketing spend, which includes TV advertising, as well as digital and social media activity.

Retailers can promote the range in store with PoS, such as clip strips and gondola end toppers.

Sarah Heyan, marketing director of sweet biscuits at United Biscuits, said the launch would break new ground in the sweet biscuits category.

“This is an exciting proposition for the market, targeting shoppers sharing treats in the evening with biscuits,” she added.