Hobnobs are a favourite biscuit among tea-drinking Brits, but do you know how the crumbly wonder got its name?
A number of viewers were taken by surprise after tuning into Channel 4’s The Secret World Of Biscuits, which delved into how distinctive Hobnobs managed to 'stay ahead of the pack'. The programme explored the origins of the moreish bikkie, which first hit supermarket shelves back in 1985.
Hobnob mania led to rapid expansion and - to the delight of sweet-toothed customers nationwide - the birth of the majestic Chocolate Hobnob in 1987. Of course, no matter how delicious a product may be, a company has to think of a memorable, tempting name to catch the attention of shoppers - who will already have their tried and trusted biscuit tin favourites.
When it came to christening the now iconic Hobnob, the marketing and development team drew inspiration from focus groups, who just couldn't get enough of the oaty treat...
One of those sharing their story in the doc was Pam Langworthy who was tasked with overseeing a McVitie’s team focused on making a new biscuit that would get customers talking - while still being economical and easy to manufacture.
Drawing inspiration from the flapjack, McVitie’s added oats to a recipe to create a brand new texture - and soon realised they had a hit on their hands. According to Pam: "[The focus groups] said [the biscuit] was knobbly, because, you know, it wasn't a very smooth finish in the way, for instance, Digestive or Rich Tea are. And they said it looked as if somebody had made it at home, maybe made it on a hob." She continued: "And so, I wanted a name that was very easy to say and just rolled off the tongue. And so, 'Hobnob'."
Pam's McVitie's colleague Andrew Easdale had the tricky job of convincing their bosses to give the wholesome name a whirl - however, they did need a little coaxing at first. Andrew recalled: "There was a sort of ― I wouldn't say a stunned silence, but there was a, um, hmmm, followed by, 'couldn't you call it something a bit more descriptive, like 'oaty crunchies?' I said 'No, it's gonna be Hobnobs. We need a brand'."
Happily, they eventually agreed, and the rest, as they say, is history.
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