The repositioning of Hobnobs
A United Biscuits case study

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Page 4: An overview of the biscuit market

The biscuit market can be divided into a number of sectors. These are:

Everyday Biscuits - the reasonable quality and price of these biscuits mean they can be consumed every day, e.g. Digestive, Rich Tea, Ginger Nuts, Hobnobs original.

Everyday Treats - still considered within a price range that they can be consumed every day. These are slightly more indulgent products than Everyday Biscuits, e.g. Homewheat, Chocolate Hobnobs, Chocolate Ginger Nuts (mostly half coated or cream filled biscuits).

Special Treats - not likely to be consumed on a daily basis. Instead, it is more likely to be considered a treat and shared with friends or eaten as a small individual treat, e.g. Boasters, Bahlsen biscuits, etc.

Healthy Biscuits - offer a healthy alternative, e.g. McVitie's Go Ahead (which deliver a fat benefit) and Jacob's Vitalinea.

Biscuit Variety Packs - an assortment of biscuits in a tin or box, e.g. Victoria, Rover, All the Best assortment, Fox's Children Selection, etc. These are highly seasonal with peak sales in the run-up to Christmas.

Chocolate Biscuit Bars - this category includes all biscuits which are fully covered in chocolate and individually wrapped, e.g. Penguin, Ace, YoYo, Riva, Taxi.

Children's Biscuits - this category considers younger consumers with products such as mini Penguin, Munchmallow and other brands such as Fox's Sesame Street range, Jammie Dodgers etc.

Crackers - savoury biscuits which, on 50% of the occasions, are consumed with a third party product such as cheese or pate, e.g. Krackawheat.

Savoury Nibbles - a savoury product which is eaten alone on 50% of occasions. These products are often flavoured, e.g. Crackpots, Tuc.

United Biscuits | The repositioning of Hobnobs