pladis indulges retailers in huge growth opportunity with McVitie's new range

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is propelling penetration for its bestselling biscuit brand during evening snacking with its most indulgent range to date- McVitie’s Signature.

Featuring a trio of ultra-enticing NPD – each offering a luxurious, multi-textural snacking experience – the McVitie’s Signature range has been specially created to help retailers make the most of the huge growth opportunity that pladis has identified for Sweet Biscuits in afternoon and evening snacking, where the category currently under-trades.

McVitie’s Signature Caramel Chocolate Rounds contain a rich, gooey caramel encased by a crunchy biscuit and thick milk chocolate, McVitie’s Signature Chocolate Caramel Biscuits consist of a golden-baked biscuit topped with caramel, coated in milk chocolate, and crowned with a sprinkling of biscuit crumbs, and McVitie’s Signature Chocolate Cream Swirls feature a velvety-smooth chocolate cream filling inside a delicious crunchy, patterned biscuit.

“Our research shows that shoppers are hungry for more choice and inspiration when it comes to evening snacking,” says 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 quarters1 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 mouth-watering, 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 22nd July (RRP: £2.00), ahead of rolling out to other multiple retailers and convenience outlets.