Pladis has added a chocolate & hazelnut variant to its McVitie’s Gold Billions range.
Olivia Haley, brand manager for chocolate biscuit bars & commercial brands at Pladis UK&I, commented: “This launch builds on the phenomenal success of multi-award-winning McVitie’s Gold Billions, which had grown to be a £5m brand only 18 months after launch. It is the number one on-the-go sweet biscuit in impulse.
“We know consumers are increasingly looking for an indulgent treat in on-the-go snacking, and our brand and range strategy is centred around indulgence. In consumer testing, they absolutely loved this bar, which scored a huge 88% intended repurchase rate. The single bar format lends itself to the on-the-go nature of the Impulse channel, and retailers have been hugely supportive of the new brand launch.”
The McVitie’s Gold Billions core range will be supported with a social and PR campaign in February and March, as well as in-store point-of-sale activity.
McVitie’s Gold Billions Chocolate & Hazelnut has an RRP of 89p, with 79p PMP also available.
