U.K's United Biscuits redesigns packaging of its McVitie's Digestives to promote that it is proud to be British, help retailers to make the most of patriotic events happening in 2012; pack available from from May to September

HAYES, England , April 16, 2012 (press release) – United Biscuits, UBUK, is celebrating McVitie’s Digestives’ heritage as Britain’s favourite biscuit brand with a pack redesign to promote that it is proud to be British and help retailers to make the most of the patriotic events happening this year.

The new design, which will feature on McVitie’s Digestives packs from May to September, will be an exciting and impactful redesign sporting the Union Flag, along with the caption “Proud to be British since 1892”. This design will celebrate both McVitie’s Digestives’ British background, as well as its long established heritage, with over 130 years’ baking experience. This will drive interest among consumers in the lead up to a whole host of British events and encourage them to pick up a pack of McVitie’s Digestives biscuits at a time when consumers will be looking to support British products.

Celebrating being British:

2012 is a big year for Britain with an array of key occasions and sporting activity over the summer months. Consumers are more passionate than ever about buying products that show their support for Britain. Research shows that over 60% of consumers actively choose British products whenever possible and with McVitie’s Digestives being a true British brand since 1892, retailers should make sure they stock up now to take advantage of the expected patriotic purchasing this year.

Sarah Heynen, Marketing Director of Sweet Biscuits at UBUK commented: “Our Britishness pack redesign is all about giving retailers the right products to allow them to tap into the wave of patriotism which will sweep the country this year, growing from the Royal Wedding last year, to the Queen’s Diamond Jubilee and the summer of sport. Retailers looking to make the most of the increased sales generated by this year’s big British events should make sure they’re fully stocked with the McVitie’s Digestives packs to ensure they’re prepared for the rush of consumers looking to enjoy a tasty British McVitie’s Digestive biscuit over the celebration period.”

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