United Biscuits unveils new packaging for McVitie’s Penguin

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 design agency JKR has redesigned the packaging to communicate the calorie content and nutritional credentials as well as maximise standout on shelf.

Penguin is the second most-popular bar in the UK behind Kit Kat.

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.

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