United Biscuits is a leading European manufacturer of biscuits and is building on its success with a growth strategy. UB focuses on branded growth through investment in priority brands and key markets. The business is accumulating an unrivalled portfolio of leading biscuit brands, which will create a series of exciting growth opportunities through leveraging UB's natural advantages in scale, innovation and market reach.
UB is in a strong position for growth with well-known brands and market leading positions in its chosen markets including Australia. UB owns three of the top selling five biscuit brands in the UK. McVitie's is among the best-known brands in the UK and is purchased by 85% of UK households.
UB also owns seven of the top ten selling biscuit brands in Spain and UB brands are bought by over 97% of the Spanish population. These proven brands with potential for further development in their existing and UB's other core markets will supplement UB's growth strategy.
UB is the leading manufacturer and marketer of biscuits in UK, and second in France, Netherlands and Belgium. UB also sees growth opportunities in consumer trends for convenience foods, including biscuits that offer greater variety, healthier alternatives and more portable and practical packaging.
McVitie's Digestive is the first ever-digestive biscuit created by a new young employee, Alexander Grant. Over a hundred years later McVitie's Digestive remains a firm favourite and is the highest selling brand in the UK biscuit segment. These are a tasty wheatmeal biscuit with a soft, crunchy, buttery texture. Digestive biscuits are semi-sweet which makes them delicious on their own or topped with a piece of cheese or spread.
McVitie's first venture into the combination of biscuit and chocolate resulted in the Homewheat Chocolate Digestive brand (now known as McVitie's Chocolate Digestive) in 1925. Over 71 million packets of McVitie's Chocolate Digestives are eaten in the UK each year – that's 52 biscuits per second. These delicious wheatmeal biscuits with their soft, crunchy texture has one side coated in creamy milk chocolate.
Both the traditional favourites like McVitie's Digestive, and the products that followed, will continue to spawn millions of devotees well into the 21st century.