Pladis is launching a new range, McVitie’s Signature, to increase the penetration of its main biscuit brand during evening snacking occasions.
Featuring three variants – Caramel Chocolate Rounds, Chocolate Caramel Biscuits, and Chocolate Cream Swirls – each offers a “luxurious, multi-textural snacking experience”.
The company stated that the McVitie’s Signature range had been specially created to help retailers make the most of the major growth opportunity for sweet biscuits in afternoon and evening snacking, where the category currently under-trades.
“Our research shows that shoppers are hungry for more choice and inspiration when it comes to evening snacking,” said James King, Marketing Director – McVitie’s at pladis UK&I.
“Alongside more indulgent flavours, they’re looking for visually appealing treats and exciting textures, but this isn’t currently being fulfilled when it comes to biscuits. However, as the nation’s favourite and a staple in the biscuit tins of over three-quarters of UK households, there’s no brand better to plug this gap and incite change than McVitie’s.
“Going beyond just delicious flavour profiles, our new McVitie’s Signature range delivers a sensory experience that proves Sweet Biscuits can be just as indulgent as other treats. Alongside tasting great, it also ticks the boxes when it comes to looking mouthwatering, delivering multi-textures including chocolate – everything needed to help drive growth for Sweet Biscuits during this occasion by making sure they are seen as an evening snacking essential.
“The full trio has performed incredibly well with consumers, making McVitie’s Signature well placed to tempt treat-seeking shoppers to opt for a biscuit above all else in the evening or simply whenever they’re looking for some extra indulgence.”
The full McVitie’s Signature range will be available in Waitrose from 22 July (RRP: £2.00), before being rolled out to other multiple retailers and convenience outlets.
