pladis launches New McVitie's BN Mini Rolls

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is expanding its classic noughties brand, BN. The introduction of a new cake format – McVitie’s BN Mini Rolls – will propel the popular brand into new occasions, and categories.

McVitie’s BN Mini Rolls are set to replicate BN’s success on the biscuit aisle, where, last year, the popular favourite took top spot as the biggest launch in Children’s Biscuits – driving 27% growth in this fast-growing segment1. Capitalising on the brand’s exceptional popularity, this fresh innovation will broaden appeal among a new audience and help retailers to drive incremental sales in the process.

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Available in two much-loved classic flavours – Raspberry and Chocolate – McVitie’s BN Mini Rolls comprise a light, vanilla sponge filled with a delicious flavoured cream, enrobed in McVitie’s iconic smooth milk chocolate. Each individual Mini Roll comes in at just 100kcals and is sure to prove popular among family shoppers seeking a lighter lunchtime treat or post-dinner pick-me-up.

"McVitie’s BN has been one of our biggest success stories in recent years, massively exceeding expectations following our relaunch last year,” says 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 +9%2, the Ambient Cake category represents a significant sales opportunity for retailers – and Mini Rolls are at the helm (+12%3).

“The great thing about McVitie’s BN Mini Rolls is that they cater to an entirely new occasion than their biscuit counterparts,” continues 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.

“Like so many McVitie’s products, BN Mini Rolls are perfect to enjoy as part of a balanced diet, as they offer shoppers a little bit of chocolatey indulgence, without topping the scale when it comes to calories. In fact, we already know that a third of UK shoppers actively seek snacks containing 100kcals or less – so McVitie’s BN Mini Rolls align perfectly with Brits’ snacking priorities4.”

Offering cash-conscious shoppers a great value treat, McVitie’s BN Mini Rolls are available at an everyday low price point (RRP: £1) in a pack of 5x individually-wrapped bars. Now on-shelf 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 the beginning of February