Biscuit giant, McVitie’s has announced a major expansion of its legendary Hobnobs portfolio with the introduction of McVitie’s Hobnobs Oaty Snaps. The brand-new line is debuting in two distinct varieties: Vanilla and Caramel.
Baked to a golden finish, the new Oaty Snaps are designed to combine the classic, robust oat flavour consumers expect from the Hobnobs brand with a lighter, distinctly snappy crunch. The recipe utilises 100% wholegrain oats, making the range naturally high in fibre. McVitie’s states the innovation has been carefully crafted to meet the growing consumer demand for more balanced everyday snacking options that refuse to compromise on premium taste.
The nationwide launch lands at a time when dietary fibre is receiving heightened attention from health-conscious consumers, with health data continually showing that a significant portion of the population falls short of daily recommended fibre goals. Hobnobs Oaty Snaps aim to offer a more permissible way to navigate biscuit breaks, blending textures and whole-grain benefits into an approachable, daily option.
The two launch varieties cater to different flavour preferences: the Vanilla option delivers light, aromatic biscuit notes, while the Caramel alternative introduces a rich, golden sweetness that anchors perfectly against the wholesome oat base. Differing from the traditional circular shape, Oaty Snaps are distinctly rectangular – a structural change optimised specifically for ease of pairing and dunking into a hot cup of tea.
Whether utilised as a mid-morning pause, an afternoon pick-me-up at the office, or a convenient on-the-go treat, the new range aims to add a little extra enjoyment to traditional British tea-break rituals.
Annalisa Fanali, Marketing Manager at McVitie’s, commented on the new portfolio addition: “We’re excited to introduce McVitie’s Hobnobs Oaty Snaps. Inspired by our much-loved oaty heritage, we’ve created a deliciously crisp biscuit that’s perfect for enjoying with a cup of tea or your favourite beverage.
“As consumers increasingly look for snacks that deliver both enjoyment and balance, Hobnobs Oaty Snaps offer the best of both worlds. They provide the satisfying taste and crunch people expect from Hobnobs, while offering a more permissible everyday treat that consumers can feel good about choosing.”
The new McVitie’s Hobnobs Oaty Snaps will be distributed in 167g sharing packs at a recommended retail price (RRP) of £1.49. The product will officially begin rolling out to supermarket shelves across the UK from the week commencing 20th July 2026, launching initially in major retailers including Tesco, Iceland, and Morrisons.
