pladis launches McVitie’s British Icons
pladis is introducing four new, on-trend flavours to its bestselling McVitie’s Milk Chocolate Digestives and McVitie’s Milk Chocolate Hobnobs brands under a new limited-edition range: McVitie’s British Icons.
McVitie’s is adding tasty twists to its two bestselling biscuit brands by launching four new, quintessentially British, dessert-inspired flavours.
Available in new Strawberry Cheesecake and Lemon Drizzle flavours, McVitie’s Milk Chocolate Digestives will take on a fruity new form, whilst McVitie’s Milk Chocolate Hobnobs will incorporate a touch of indulgence in Chocolate Brownie and Sticky Toffee Pudding flavours.
Consisting of McVitie’s’ signature golden-baked biscuits, topped with silky-smooth milk chocolate, McVitie’s says the treat-focused new launches will help the brand attract consumers between the ages of 25 and 40 to the biscuit aisle – and the everyday treats sub-category – whilst driving purchasing frequency among existing McVitie’s shoppers.
“McVitie’s Chocolate Digestives and McVitie’s Chocolate Hobnobs are two of our star performers – and you’d be hard-pushed to find a UK shopper who’s never tried one of these iconic biscuits,” says Emma Stowers, brand director for McVitie’s at pladis UK&I.
“During 2020 these brands proved more popular than ever, as shoppers enjoyed many more ‘hot drink moments’ at home. In fact, sales for the two brands grew by 35% between March and September.
“Now, we’re adding brand-new flavours to these shopper favourites, and the on-trend, treaty flavour combinations – will further build on the on the success of our established McVitie’s range – helping the brand appeal to even more shoppers.”
Building on the success of established brands within the McVitie’s portfolio with innovative NPD has proved an established route to incremental sales. In January, the brand launched a tropical flavour update to another of its shopper favourites with the launch of McVitie’s Jaffa Cakes Pineapple, while the ‘Best of British’ McVitie’s Chocolate Digestives range has achieved value sales worth £5 million since its February launch.
“Innovation is crucial when it comes to keeping shoppers engaged with what’s on offer in the biscuit aisle. This is particularly important for younger shoppers who are increasingly seeking unusual and exciting flavour experiences. We’ve got a track record of success with introducing new formats and flavours to our bestsellers and we can’t wait to see what shoppers think of these exciting, new additions,” said Stowers.
The McVitie’s British Icons range is available in Asda at an RRP of £1.59. From January it will roll out across other major retailers – including Sainsbury’s, Tesco and Morrisons – as well as in convenience and wholesale. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).
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