McVitie's: Waking the sleeping giant
Introduction
It's possible for an FMCG business to be a leader in terms of share – yet still not really own the category.
This may sound like a First World Problem. But it's not.
The business that is seen as a leader wins disproportionately: it wins share of mind and is viewed more favourably by consumers and retailers.
This is the story of McVitie's, a giant in the sweet biscuit category, but which was...