McVitie’s signs off on ‘most indulgent’ biscuits yet

McVitie's Signature biscuits

Pladis has launched what it’s calling its “most indulgent” McVitie’s biscuit range yet: McVitie’s Signature.

The three-strong McVitie’s Signature range targets a growth opportunity pladis has identified for Sweet Biscuits in afternoon and evening snacking, where the category currently under-trades.

McVitie’s Signature Caramel Chocolate Rounds contain a rich, gooey caramel encased by a crunchy biscuit and thick milk chocolate; McVitie’s Signature Chocolate Caramel Biscuits consist of a golden-baked biscuit topped with caramel, coated in milk chocolate, and crowned with a sprinkling of biscuit crumbs; and McVitie’s Signature Chocolate Cream Swirls feature a smooth chocolate cream filling inside a crunchy, patterned biscuit.

James King, Marketing Director for McVitie’s at pladis UK&I, commented: “The full trio has performed incredibly well with consumers, making McVitie’s Signature well placed to tempt treat-seeking shoppers to opt for a biscuit above all else in the evening or simply whenever they’re looking for some extra indulgence.”

The full McVitie’s Signature range (RSP £2) will be available in Waitrose from 22 July, ahead of rolling out to other mults and convenience outlets.

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This website contains images and information relating to tobacco products. Please do not view if you are under 18 years of age.

This publication contains images and information relating to tobacco products. Please do not view if you are under the age of 18 years old.