McVitie's Expands Hobnob Range with Two New Flavors
McVitie's has unveiled two new additions to its beloved Hobnob biscuit lineup, introducing Hobnobs Oaty Crunch Creams in Milk and Chocolate flavors. This launch marks another innovative step for the iconic brand, which first introduced the classic Hobnob over four decades ago. The new rectangular biscuits feature a smooth, creamy center sandwiched between oaty layers, offering a fresh twist on the familiar treat that has long been a staple of British tea times.
Brand Enthusiasm and Early Shopper Reactions
Bethan Ashman, brand manager for McVitie's, described the launch as an "exciting" moment for the biscuit name. "We've taken the classic Hobnobs oaty biscuit people know and love and paired it with a smooth, creamy center to create something comfortingly familiar yet delightfully new," Ashman explained. Although officially scheduled for release today, eagle-eyed shoppers spotted the new flavors at Home Bargains last week, where they were priced at 49p each.
Social media quickly buzzed with reactions from dedicated fans. On Instagram, user @vickyrichthomas12 declared, "I must say these are dangerous and so tasty," though she noted the packets seemed too small. Others offered mixed reviews: @jameseonline joked that the brand had "basically just changed the shape," while @anabolic_sheep lamented, "it's just not a Hobnob anymore." On Facebook, Emma Green admitted she doesn't typically like Hobnobs but felt "FOMO" (fear of missing out) about the new version, and Yvonne Britton warned she'd likely "eat the whole packet" because they looked so good.
Availability and Pricing Details
The new Hobnobs Oaty Crunch Creams are now available on supermarket shelves across major retailers including Morrisons, Iceland, and Tesco. McVitie's has set a recommended price of £1 per pack, though actual pricing may vary between stores. This launch follows the success of previous Hobnob variations, such as the popular Hobnob Oaty Creams, which feature two round biscuits with a creamy filling.
Competitive Landscape and Taste Test Insights
For those seeking alternatives, recent taste tests suggest supermarket brands can sometimes outshine established names. In January, a blind taste test of chocolate digestive biscuits revealed that Marks & Spencer's version (£1.25 for 300g) scored 86 out of 100, outperforming McVitie's own-brand version, which scored 61. The M&S biscuits were praised for their use of demerara sugar for a crunchier texture, earning high marks for dunkability, appearance, and texture.
As McVitie's continues to innovate with new flavors and formats, biscuit lovers have more options than ever to pair with their afternoon tea. Whether loyal to the classic Hobnob or eager to try the new Milk and Chocolate Crunch Creams, consumers can look forward to a deliciously crunchy experience that blends tradition with modern twists.
