McVities has chosen to target the morning snack market for its biggest ever product launch – the McV a:m range.

It has ploughed £12M into the launch that aims to take the McVities brand into a new time of day, when biscuits have historically under-performed.

The ‘on the move’ and ‘delayed’ breakfast market represents a £25M retail sales opportunity. McVities believes it can conquer the sector with products that go beyond the now staid cereal bar.

The McV a:m range comprises chewy cereal bars, muesli fingers, cereal bites – in crisp packet format, muffins bars and muffins in a variety of traditional morning flavours.

Design Bridge designed the fruit inspired pack graphics in wide awake colours, with packs supplied by Amcor Flexibles, A & R Cartons and Printpack.