Pladis is taking the McVitie’s Club brand into the confectionery category for the first time with the new McVitie’s Club Layers Orange.
The thick milk chocolate bar with an orange-flavoured cream filling and multiple layers of crisp wafer will be available as a SPAR exclusive for three weeks before rolling out more widely.
“The iconic McVitie’s Club is a £32m brand and, by taking the biscuit brand into a new category, confectionery, we can recruit new and younger consumers,” said Olivia Haley, Brand Manager, pladis UK&I.
“We know that on-the-go confectionery overtrades among younger consumers, and we also know that Orange is our #1 best-performing McVitie’s Club flavour. There is currently no Chocolate & Orange single serve wafer bar in market, so we’ll be driving differentiation with the launch of McVitie’s Club Layers Orange, as well as bringing category value by launching such a famous and much-loved name into the confectionery category for the first time.
“We’re thrilled that McVitie’s Club Layers Orange will debut in SPAR on a first-to-market basis. SPAR’s impulse customer base makes it a strong fit for this single chocolate bar, and we know SPAR provides fantastic marketing support for NPD right across its estate, providing great exposure for brands.”
McVitie’s Club Layers Orange (RRP 89p) will be available in SPAR from w/c 30 June, ahead of rolling out more widely to wholesale depots, convenience stores and multiple retailers from July.
