The repositioning of Hobnobs
A United Biscuits case study

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Page 5: Hobnobs

In recent times, Hobnobs have been repositioned in terms of marketing focus so that they can be more effectively targeted at a buying audience of 18-34 year olds.

Hobnob variants compete in two main sectors of the biscuit market:

Hobnobs Original falls under the sector Everyday Biscuits.

Hobnobs (milk and plain chocolate) fall under the sector Everyday Treats.

Additionally, there are a number of brand extensions - Hobnob Creams, Hobnob Flapjack and Hobnob countline which are chocolate covered bars.

United Biscuits | The repositioning of Hobnobs