united biscuits ub, has announced the launch of mcvitie&rsquos delichoc in the uk, a thicklycoated belgian chocolate biscuit with an intensely crunchy sensation.delichoc is already popular in europe, having originated in france and belgium as part of ub&rsquos delacre portfolio. part of the everyday special treats category, the product comprises a slab of thick belgian chocolate on top of an extracrunchy biscuit, and comes in three varieties milk, dark and white chocolate.mcvitie&rsquos is investing £2m to promote the uk launch of delichoc, with a television advertising campaign planned for the product in spring 2015. the launch will also be supported by instore activations, as well as online marketing, pr and promotion through the company&rsquos social media channels. united biscuits is anticipating at least £6.5m rsv for the product in the first year.the new mcvitie&rsquos delichoc range is being rolled out across grocery stores and depots from early january. the product is sold in 150g tray packs and is offered in case sizes of 12s or 6s pmp, offering options to both grocery and convenience customers.sarah heynen, marketing director of sweet biscuits at ubuk, said &ldquoour aim is to extend the mcvitie&rsquos masterbrand into new eating occasions by offering even greater variety for retailers and consumers. we are confident that the launch of new mcvitie&rsquos delichoc into the uk will follow on from its success on the continent, where its distinctive crunchy eat is a great alternative treat to many traditional products available.&ldquoour market research shows that biscuitlovers in the uk often enjoy sweet snacks during the evening, and we were looking for a product that offers something a little different in order to meet this trend. as well as the generous portion of either milk, white or dark belgian chocolate, the delichoc biscuit offers consumers an intensely crunchy sensation.&ldquohaving enjoyed huge success for our sweet biscuit range in 2014, we hope that the launch of delichoc marks the beginning of another great year for mcvitie&rsquos.&rdquosource united biscuits 
