pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is taking shoppers on a trip down memory lane with fresh takes on nostalgic flavours and recipes as it launches a trio of new limited-edition treats across its biscuit and cakes portfolio.
First up, McVitie’s has reimagined the long-loved flavours of two quintessentially British desserts with two new decadent additions to its £8.6 million Cake Bars line-up: Eton Mess and Lemon Meringue.
Serving up a slice of British tradition with a contemporary twist, McVitie’s Eton Mess Cake Bars feature a deliciously soft, strawberry-flavoured sponge topped with light cream complete with crunchy meringue pieces and enrobed in the brand’s silky-smooth milk chocolate. Meanwhile, McVitie’s Lemon Meringue Cake Bars are made up of a light lemony sponge, topped with zingy lemon cream featuring crispy meringue swirls and sugar pearls and coated in delicious milk chocolate.
“Eton Mess and Lemon Meringue are two iconic British desserts which often evoke fond memories of warm summer evenings spent indulging with loved ones,” says Adam Woolf, Marketing Director – McVitie’s at pladis UK&I. “As we head towards spring and summer, we wanted to capture this, but in a format which meets the needs of modern snackers.”
With these latest launches, pladis has its sights set on capturing shoppers seeking out tasty takes on classic treats, in turn helping retailers tuck into their share of the £49.4M Cake Bars market2.
“Alongside a surge in on-the-go snacking occasions, Cake Bars are gaining in popularity by the day. And our latest additions to our bestselling Cakes line-up are perfectly placed to help busy Brits indulge in the flavours of their favourite desserts, now in a portable, handheld format,” continues Woolf.
Further extending its line-up of family treats, McVitie’s is also launching a limited-edition Candy Floss flavour for long-loved lunchbox staple, McVitie’s Iced Gems.
Featuring the same signature crisp, golden biscuit base, now topped with a swirl of icing that perfectly captures the fairground-favourite Candy Floss flavour, McVitie’s Iced Gems Candy Floss taps into nostalgic appeal that’s intrinsic to both the brand and the magic of the fairground in one bite-sized biscuit snack pack.
“As the centrepiece to many a kids party or family gathering, McVitie’s Iced Gems is a brand that’s long held a place in the nation’s hearts,” says Woolf. “Now, we’re launching a hugely popular new flavour which is reminiscent of the nostalgic love that’s at the heart of McVitie’s Iced Gems.”
McVitie’s Iced Gems Candy Floss are set to drive further growth in Family Treats, already worth £547m (+19%)3 – by capturing the attention of snackers seeking different and exciting new flavour combinations.
Both McVitie’s limited-edition Cake Bars are now available from supermarkets in packs of five individually wrapped 24.5g bars (RRP: £1.25), before rolling out across convenience and wholesale. Meanwhile, McVitie’s Iced Gems Candy Floss multipacks (5 x 23g) will land on-shelf in Iceland from 25th March (RRP: £1.25) and will be available more widely across multiple grocery from the end of April.
