Grey already handles Masterfoods brands such as Mars Bar, Galaxy and Milky Way. It has created a television campaign for the new biscuit brand with the strapline "winning combinations you'll love them together".
The ads break in February and are aimed at young mothers, who are the major purchasers of chocolate biscuit bars. Masterfoods will back the launch with sales promotion in supermarkets and convenience stores. It is spending 拢15m this year to market the launch.
Bisc& is Masterfoods' major entry into the biscuit market. It uses some of its established brands, including Mars Bar, Bounty and M&Ms, and combines them with a chocolate biscuit base. Masterfoods describes it as its biggest launch since Celebrations.
Sue D'arcy, a spokeswoman for Masterfoods, said: "We believe Bisc& will really shake up the chocolate biscuit bar market, which hasn't really seen any growth for some time. By using well-established confectionery brands combined with new brand Bisc&, we will bring new consumers to the biscuit aisle."
Bisc& is already on sale in 20 markets, and the brand is worth 拢80m.
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