Pladis is expanding its McVitie’s Penguin brand with the launch of a new range of portion-controlled biscuit snack packs: Penguin & Friends.
Featuring a selection of mini, crunchy Antarctic-themed biscuits, including penguin, igloo and fish shapes, McVitie’s Penguin & Friends will be launching in two flavours – Cocoa and Cocoa & Orange – in a bid to inject further growth into the Family Treats segment, now worth £547m (+19%).
Coming in at only 90 kcals per individual pack, McVitie’s Penguin & Friends are expected to extend the brand’s appeal among family shoppers seeking a permissible sweet treat.
“Our McVitie’s Penguin brand is best known for bringing humour and playful Penguin fun to afternoon snacking, and our products have always been seen to bring a touch of chocolatey indulgence to the table,” said Adam Woolf, Marketing Director – McVitie’s at pladis UK&I.
“Now, with a greater number of shoppers looking for affordable, permissible treats, we’re extending our offering with a range of mini snack packs that are lower in calories and free from artificial colours and flavours.”
He added: “Tasty, portable and pre-portioned, Penguin & Friends is the perfect choice for shoppers looking for a little treat that’s ready to be enjoyed, whilst ensuring snack time is packed full of the flavour McVitie’s Penguin has long been loved for.”
The launch comes as McVitie’s Penguin continues to leverage its partnership with ZSL London Zoo, which helps to fund its conservation work. In addition to an on-pack design that features fun facts from the zoo’s penguin keepers, the partnership will be further brought to life via shopper, PR, and social activations in the second half of the year.
McVitie’s Penguin & Friends are available in multipacks of 5x20g (RRP: £1). Currently stocked in some discounters, the new range will be rolling out across all major retailers from June.
