Pladis is helping retailers take a bigger share of the biscuit gifting market with the introduction of a year-round gifting range.
Launching under the McVitie’s Victoria brand, the range comprises two gift selections: Chocolate Orange Dreams and Chocolate Creations Gifting Pack.
Chocolate Orange Dreams has transcended its position as a favourite from the McVitie’s Victoria Assortment by having a selection box of its own. Comprising eight chocolate biscuits filled with orange-flavoured cream and covered in dark chocolate, McVitie’s Victoria Chocolate Orange Dreams are set to sustain momentum for biscuit gifting – already growing 25% year-on-year.
Meanwhile, the McVitie’s Victoria Chocolate Creations Gifting Pack includes a mini assortment of the brand’s most luxurious biscuits with three on-pack messages to choose from: ‘Thank You’, ‘Enjoy’ and ‘You’re Great’.
“Seasonal biscuit gifting has long been popular, but there’s a huge, relatively untapped, £42m+ opportunity for biscuit gifts which hit the mark all year long,” said James King, Marketing Director – McVitie’s at pladis UK&I. “And, amidst the cost-of-living crisis, this shows no sign of stopping with shoppers increasingly seeking out thoughtful, indulgent gifts that won’t break the budget.
“As the leading premium biscuit assortment brand, McVitie’s Victoria is at the helm of this. Our existing, seasonal range is already proving hugely popular – but we’re looking to turn things up a notch and drive further value into biscuit gifting by enticing Brits with a new range of ultra-premium, decadent gifting selections which feature some of our shopper-favourite biscuits.”
McVitie’s Victoria Chocolate Orange Dreams (pack of eight biscuits, RRP: £2) and McVitie’s Victoria Chocolate Creations Gifting Pack (pack of six biscuits, RRP: £2) are rolling out in Sainsbury’s now as part of a new, dedicated fixture: its ‘Destination Gifting Bay’. Both products will be rolling out more widely across major retailers – plus the convenience and wholesale channel – from January 2024.
