Biscuits set to pass go

Mikado King Double Choc was added to the Mikado range this summer. Brand owner Mondelez said Mikado Pocket has grown substantia

BISCUITS and cakes manufacturers have been increasing activity on snack-sized packs and snack multipacks and on biscuit and cakes ‘to go’ packs as they respond to the food-to-go and snacking boom.

Bahlsen has announced it is seeing extended distribution of its Pick Up Minis multipacks of 10 individually wrapped biscuits. The packs become available in Nisa, Costcutter and P&H this month and the biscuits have also become a permanent listing in Tesco.

Julien Lacrampe, trade marketing manager of Bahlsen said: “Our Pick Up brand has impressively grown in a short space of time since launching in 2014.  Last year alone, more than 79,000 incremental households bought Pick Up and our new Pick Up Minis launch is set to increase this figure.”

 In the summer Mondelez International launched a new Mikado biscuit flavour King Double Choc, with twice the chocolate of Mikado King.

Helen Potter, Mikado brand manager at Mondelez International, said: “We’ve watched Mikado flourish in 2016, as well as the incredibly successful launch of Mikado Pocket, which has seen a 10.7% jump in sales to £390,000 this year.”

• Premier Foods’ Cake on the Go range is now available in all channels and includes Mr Kipling twin pack slices in its three best-selling flavours – Angel, Chocolate, and Lemon Layered, plus Cadbury Mini Rolls twin packs.

Sarah O’Neill, head of the Cake on the Go team, said: “Mr Kipling and Cadbury lead the cake category and we believe the entry of our well-loved brands in the expanding On the Go market will help drive further category growth.”  cVitie’s has relaunched its on-the-go cake range adding ‘2 for £1’ price-marked packs and making them  available in smaller 12-pack cases.  The range includes: McVitie’s Chocolate Hobnobs Slices; McVitie’s Milk Chocolate Digestive Slices; and McVitie’s Digestive Caramel Millionaire Slices.