published on 01/09/10
United Biscuits (UB) has revamped the packaging for McVities's Penguin to highlight the lower calories of the reformulated chocolate biscuit bar.
McVitie's Penguin now only has 106 calories to take advantage of increased demand for healthier products and build on its £33m sales.
The new bars are now available and UB has redesigned the packaging to communicate the calorie content and nutritional credentials as well as maximise standout on shelf.
Multi-packs have also been given a new look with new inner pack designs that feature the Penguin character taking part in outdoor activities.
Alice Cadman, brand director at UBUK said the new pack design also featured an on-pack flash to promote the McVities VIP Club.
'Retailers should make sure they are fully stocked with Penguin to ensure they capitalise on incremental demand that this impactful new design and promotion will generate,' said Cadman.

Read the full article at Packaging News