Hula Hoops - emphasising the core values of the brand
A United Biscuits case study

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Page 1: United Biscuits

United Biscuits (UB) is an international foods business operating in 24 countries. The company manufactures, markets and distributes biscuits, savoury snacks and frozen and chilled foods, has leading market positions in the UK, Continental Europe and Australia, and is building its presence in Asia. UB has 46 manufacturing sites worldwide and its products are available in over 90 countries.

UB's brands include household names in all its product categories, and the company is also a major producer of own-label products in the UK. In the UK, UB owns McVitie's, KP and UB Frozen and Chilled Foods, manufacturing well-known products such as Digestive, Rich Tea, Jaffa Cakes, Penguin, Hula Hoops, Skips, McCoy's, Roysters, KP Nuts, San Marco pizzas, McVitie's desserts, the Ross Chip Shop range and Linda McCartney's meat-free products.

McVitie's is the UK's leading biscuit baker, manufacturing over 60 biscuit brands and a range of traditional and continental cakes. KP is UB's savoury snacks business, consisting of four business units (Snacks, Crisps, Nuts, Derwent Valley Foods), with Hula Hoops UB's biggest brand and the UK's leading savoury snack. UB Frozen & Chilled Foods consists of three businesses, all of which hold leading positions in their respective markets. UB has a flexible approach to brand development, building on strong acquired brands and existing portfolio brands as well as developing new brands capable of being used across national boundaries. The Hula Hoops success story is a prime example of UB's commitment to focus on investment in existing portfolio brands.

United Biscuits | Hula Hoops - emphasising the core values of the brand