People only just realising the smart idea how Hobnobs got its name

The clever reasoning behind the naming of the beloved 'tea-drinking biscuits' Hobnobs has only just come to light.

Channel 4's The Secret World Of Biscuits recently surprised viewers by delving into how the unique Hobnobs managed to 'stay ahead of the pack'. The programme traced the origins of the irresistible biscuit, which first graced supermarket shelves in 1985.

The Hobnob craze led to swift expansion and, much to the joy of sweet-toothed customers across the country, the creation of the glorious Chocolate Hobnob in 1987. Regardless of how tasty a product may be, a company must devise a catchy, appealing name to attract shoppers - who will already have their go-to biscuit tin favourites.

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When it came to naming the now legendary Hobnob, the marketing and development team took inspiration from focus groups, who simply couldn't resist the oaty delight. Among those sharing their story in the documentary was Pam Langworthy, who was responsible for leading a McVitie's team tasked with creating a new biscuit that would get customers talking - while still being cost-effective and easy to produce, reports the Mirror.

Drawing upon the texture of flapjacks, McVitie's introduced oats into a cookie recipe and quickly discovered their success. As Pam explained: "[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 went on to add: "And so, I wanted a name that was very easy to say and just rolled off the tongue. And so, 'Hobnob'."

Andrew Easdale, a co-worker of Pam's at McVitie's, was tasked with persuading their superiors to try out this homely name, although they initially required some persuasion. Andrew remembered: "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'."

After much deliberation, they finally concurred, and 'Hobnob' has been a household name ever since, illustrating how a product's success often rests on its branding.