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.
