McVitie's Gold Billions range gets new impulse-exclusive variant

The new variant is available as an impulse channel exclusive in the UK for six months from January.

Snacking giant pladis has added a second variant to its popular McVitie’s Gold Billions range.

McVitie’s Gold Billions Chocolate & Hazelnut – layers of delicious crisp wafer with a chocolate and hazelnut flavour cream filling coated in golden caramel chocolate – is available as an impulse channel exclusive for six months from January 2025.

“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 ,” said Olivia Haley, brand manager, chocolate biscuit bars & commercial brands, pladis UK&I.

“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 per cent 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 is being supported with a social and PR campaign in February and March, a first for the brand, as well as instore point-of-sale activation.

McVitie’s Gold Billions Chocolate & Hazelnut (RRP 89p, PMP 79p) is available in wholesale from 6 January.