A slice of the cake action

McVitie’s Cake Company will build on the success of the slices segment within the cake category with the introduction of two new variants. Set to be the biggest branded launches in the ambient Cake sector for more than two years, McVitie’s Digestive Slice and McVitie’s GingerNut Slice will complement the already highly successful Twix Slice and Galaxy Cookie Crumble Slice, both baked by McVitie’s.

The Digestives Slices feature an original Digestive biscuit base topped with smooth milk chocolate whilst the McVitie’s GingerNuts Slices have a fiery GingerNuts base again topped with milk chocolate.  Both of these new products will tap into the growing popularity of ‘Biscuit Slices’ a new sub-sector to the traditional sponge slice market.  Available from the 23 December, the new variants come in multipacks of five priced at an MRRP of £1.65.

Currently worth £128m and up by 6% year-on-year, the Slices segment presents retailers with a great sales opportunity. The launch of the new range will be supported by in-store points of sale, shipper activity and a promotional price launch to help drive sales for retailers.

Tapping into the consumer trend for visible value for money and to drive sales of the McVitie’s core whole cakes and cake bars, McVitie’s Cake Co. is launching a range of £1.49 price marked packs. Available for six months from the end of 2012, the range includes Galaxy Cake Bars, Mars Mini Rolls, Jaffa Cakes Cake Bars and Jamaica Ginger and Lyon’s Golden Syrup Whole Cakes.

David Fowler, marketing controller at McVitie’s Cake Company comments, “With the continued growth of the Slices segment within the Cake category and the roaring success enjoyed by the Twix Slice and the Galaxy Cookie Crumble Slices, which are worth almost £8m combined in less than a year, it was a natural progression to extend the range to include leading McVitie’s brands. It is clear that the ‘Biscuit Slices’ niche is growing in popularity, so we’re confident that the McVitie’s Digestives Slices and McVitie’s GingerNuts Slices will help fuel category growth and sales for retailers.”