pladis, the global snacking company behind some of the UK’s most iconic brands, is improving its sustainability credentials by rewrapping its classic McVitie’s Victoria selection in its most sustainable packaging yet.
The repackaged version of the number one Christmas biscuit assortment [1] will include a downsized card outer – helping to save 129 tonnes worth of card every year – and an updated cloudy plastic, fully recyclable tray. By swapping the traditional black tray for a recyclable alternative, pladis will help save 60.5 tonnes of plastic from landfill annually.
“Shoppers are increasingly concerned about how their food choices impact the planet and as Britain’s Biggest Biscuit Brand [2], we recognise that we have a crucial role to play in making sustainable options widely available,” says Jonathan Bull, Head of McVitie’s Commercial & Seasonal Brands at pladis UK&I. “While many of our products are already recyclable through our partnership with TerraCycle, we’re continually taking steps to improve our credentials, this time with our most popular festive collection, McVitie’s Victoria.
“The good news is that in addition to reducing packaging for McVitie’s Victoria, we’ve actually increased the number of biscuits in our 550g box – and we’ve added a ‘Less Packaging More Biscuits’ flash onto our now-600g pack. This will help to reassure shoppers that a reduction in packaging doesn’t need to mean fewer treats and ensure retailers can take advantage of the £161 million [3] incremental sales opportunity Christmas presents.”
The McVitie’s Victoria selection box will house an indulgent selection of McVitie’s milk, dark and white chocolate biscuits, including festive favourites such as the Fully Coated Chocolate Digestive and Milk Chocolate Shortcake. It will join traditional Christmas favourites alongside enticing NPD as part of the ‘Merry McVitie’s’ 2020 Christmas range.
Bull concludes: “Along with Home Alone and Fairytale of New York, McVitie’s Victoria selection has become synonymous with Christmas in the UK – and we’re excited for the nation to tuck into the upgraded boxes this year, knowing these are the most sustainably packaged selections yet.”
The McVitie’s Victoria selection boxes are available at all major grocery retailers and convenience stores in 300g, 600g, 825g and 1.2kg, fully recyclable boxes at an RSP of £3, £6, £8 and £12, respectively.
The launch comes alongside a new, modern look for the McVitie’s Victoria range, which heroes both the biscuits and established brand name to boost stand-out on supermarket shelves.
1 Kantar Worldpanel 52 w/e 29.12.19
2 Kantar Worldpanel 52 w/e 29.12.19
3 Kantar Worldpanel 52 w/e 30.12.19
