McVities Joins Mass Market

One undeniable truth the current economic recession has established in the minds of brand owners and managers is the realization that the mass markets has evolved as a viable market segment, M2 open market survey (MOMS) can reveal.
The survey reveals that Deli Foods Nigeria Limited, makers of McVities, a premium biscuit brand in Nigeria has finally joined the mass market with the introduction of smaller packs of McVities Digestive and HobNobs containing 4 biscuits per pack. Each pack sells for N50.
M2 observes that the brand owners also provide McVities branded racks making it possible for both hawkers and shop owners to display the smaller McVities conspicuously.
At Ojuwoye Market in Mushin, Lagos where the new McVities enjoys appreciable shelve presence, Debola, a trader discloses that a pack of 24 biscuits sells for N1000. Meanwhile Akpan, a hawker along Ipaja/Ayoba Road says, “A lot of people look surprised when they notice it and some even express doubt that it is not the real McVities.”
It will be recalled that Yale Foods Nigeria Limited, owners of the Yale brand of biscuits, hit the market a few years back with small packs of Fiber Digestive which sells at N10. Market watchers speculate that this move by Deli Foods may be an attempt to wrestle that market from Yale.