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Bisc& is a biscuit covered with one of four toppings from Mars, Bounty, Twix and M&M's.

Masterfoods claims that bisc& is the biggest development in the chocolate biscuit market for more than ten years. It will unveil a comprehensive campaign next month in a bid to replicate the brand's international performance.

Last year, bisc& was worth more than £80m in total sales following its launch in 20 markets including Holland, France, Ireland and Poland.

The UK launch campaign will consist of a £7.5m TV spend, outdoor and press advertising, in-store communications, promotional activity and PR support.

Targeting young mothers, the principal buyers of chocolate biscuit bars, the ads will focus on bisc&'s unique combination of biscuit and well-known chocolate brands.

TV executions will feature the strapline 'Winning Combinations: You'll Love Them Together', while the press work uses the line 'The biscuit with famous friends'. Grey Worldwide London is responsible for above-the-line creative, while Arc has worked on the promotional strategy.

Initially available in grocers and convenience stores, the in-store strategy includes promotions, gondola ends, sampling and brand theatre.

The four bisc& variants will be sold in packs of six for 99p. It will compete against leading biscuit brands such as McVitie's Chocolate Digestives and Jaffa Cakes, as well as Nestle Rowntree's KitKat.

A spokeswoman for Masterfoods said: "We believe bisc& will really shake up the chocolate biscuit bar market, which hasn't seen any growth for some time. Results from other markets show great success worldwide for bisc& and we anticipate this will be repeated in the UK."

The launch of bisc& is the latest innovation for Masterfoods' confectionery division, following last week's revelation in Marketing of plans to launch Chocollect, a loyalty promotion aimed at helping it better understand customers (Marketing, January 16).