Global snacking company pladis is expanding its established McVitie’s portfolio with the introduction of a lighter version of one of its bestselling biscuits, the classic McVitie’s Rich Tea.
The launch of McVitie’s Rich Tea Delights marks the start of a pipeline of innovation with added benefits from the brand, which will offer more choice to health-conscious shoppers.
An evolution of the brand’s £31m McVitie’s Rich Tea product, the new variant includes 30% less sugar than the typical semi-sweet biscuit, and 38 calories per biscuit, while retaining the familiar crisp, golden and richly flavoured biscuit that shoppers know. The reduced-sugar recipe does not include any artificial sweeteners.
McVitie’s Rich Tea Delights sits outside of upcoming guidelines relating to HFSS products. This means its position in store will not be restricted and it can be used to signpost the biscuit fixture at end-of-aisle.
Stand-out packaging which incorporates the recognisable colour and font cues of McVitie’s Rich Tea, plus distinctive and bold flashes front-of-pack hero the McVitie’s brand and highlight the product’s health benefits.
David Titman, Marketing Director – McVitie’s at pladis UK&I, comments: “As biscuit category leader, we understand we have an important role to play when it comes to helping consumers enjoy healthier lifestyles.
“We’re excited to be bringing a product to market which caters to evolving shopper needs and a nationwide focus on health, while retaining the great taste that’s synonymous with McVitie’s. Now, whether shoppers are looking for an indulgent treat or something a little lighter, it’ll be even easier for them to enjoy McVitie’s biscuits as part of a balanced diet.
“This launch will also show shoppers they don’t need to forego the biscuit aisle entirely in a bid to choose lower-calorie options.”
McVitie’s Rich Tea Delights (RSP £1.59) is available now in 300g packs across multiple retail, convenience and wholesale. Packaging is recyclable through pladis’ partnership with Terracycle.
