pladis launches McVitie’s Moments Brownies
pladis is expanding its market-leading £19 million McVitie’s Cake Bar range with the launch of McVitie’s Moments Brownies – the category’s first fully chocolate-enrobed brownies.
Available in Double Choc Fudge and Creamy White Choc flavour variants, McVitie’s Moments Brownies is the brand’s most indulgent launch yet, with a unique format comprising a rich chocolate brownie topped with milk chocolate ganache or white chocolate cream and smothered in McVitie’s’ iconic chocolate.
“Historically, cake has under-indexed against the evening consumption occasion, where consumers often want a little reward or indulgence at the end of the day,” explains Claire Hooper, head of Marketing – Cake at pladis UK&I. “However, indulgence is a key trend in the category and growing numbers of shoppers now tuck into cake during typically indulgent moments – whether that’s as an evening treat or a during moment of ‘me-time’.
“As Britain’s biggest Cake Bar brand, we’re well-positioned to respond quickly to shopper trends. That’s why we’ve gone beyond typical Cake Bars with this latest round of NPD, offering consumers an indulgent treat which ticks the box when they want to treat themselves.”
Cake Bars continue to drive growth for the prepacked cake category (+24% in the past two years). Bought by one in three British households, they are reportedly worth £48m.
“Our individually packaged Cake Bars are already a winning proposition, but we’ve spotted an opportunity to help retailers drive incremental sales by upping the indulgence factor and adding a touch of chocolate-smothered luxury to our bestselling portfolio with this unique new proposition.
“Providing an opportunity to access currently untapped consumption moments, McVitie’s Moments Brownies is a market-first, which we see as retailers’ ticket to maximising sales in the cake category,” concluded Hooper.
McVitie’s Moments Brownies will be available in a pack of 5 individually wrapped bars at an RRP of £1.85 across major UK retailers – including Tesco – as well as in convenience and wholesale, and will begin to roll-out throughout August. Packaging will be recyclable through pladis’ partnership with Terracycle.
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