Pladis has expanded its BN brand with the introduction of a new cake format – McVitie’s BN Mini Rolls.
They aim to replicate BN’s success on the biscuit aisle, where, last year, the brand was the biggest launch in Children’s Biscuits – driving 27% growth in the fast-growing segment. Capitalising on the brand’s popularity, the latest innovation is expected to broaden appeal among a new audience and help retailers to drive incremental sales in the process.
Available in two flavours – Raspberry and Chocolate – McVitie’s BN Mini Rolls comprise a vanilla sponge filled with a flavoured cream, covered in McVitie’s milk chocolate. Each individual Mini Roll comes in at 100kcals.
“McVitie’s BN has been one of our biggest success stories in recent years, massively exceeding expectations following our relaunch last year,” said Cassie French, Marketing Director – Seasonal, Cake & Kids at pladis UK&I.
“While we’ve attracted an audience of younger families and reached even more biscuit lovers with BN, there’s an opportunity to scale this with our latest NPD which taps into the popularity of Mini Rolls.”
Now worth £1.25bn and growing at 9%, the Ambient Cake category represents a significant sales opportunity for retailers – and Mini Rolls leading the way (+12%).
“The great thing about McVitie’s BN Mini Rolls is that they cater to an entirely new occasion than their biscuit counterparts,” added French. “Snacking shoppers are relishing the classic taste of McVitie’s BN the biscuit aisle, so taking this to the nation’s cake aisles will extend appeal further and welcome a new audience of shoppers looking to add a permissible sweet treat to home lunches or midweek meal occasions.”
McVitie’s BN Mini Rolls are available at an everyday low price point (RRP: £1) in a pack of 5x individually-wrapped bars. Now available in Asda, McVitie’s BN Mini Rolls Raspberry Flavour and McVitie’s BN Mini Rolls Chocolate Flavour will be rolling out more widely across multiple grocery, convenience and wholesale from this month.
