Pladis unveils its most indulgent biscuit range yet, McVitie’s Signature, designed to meet the rising demand for evening snacks with a focus on luxury and multi-textural experiences.
pladis Launches McVitie’s Signature Range to Cater to Evening Snacking Trends
LONDON, UK – pladis, the global snacking giant known for some of the UK’s most beloved brands, has announced the launch of its most indulgent biscuit range to date under the McVitie’s brand. This new series, named McVitie’s Signature, aims to capitalise on the growing trend of evening snacking, where pladis has identified a significant growth opportunity within the Sweet Biscuits category.
The McVitie’s Signature range introduces three new products, each designed to provide a luxurious and multi-textural snacking experience. The offering includes McVitie’s Signature Caramel Chocolate Rounds, McVitie’s Signature Chocolate Caramel Biscuits, and McVitie’s Signature Chocolate Cream Swirls.
Product Highlights:
– McVitie’s Signature Caramel Chocolate Rounds: These biscuits include a rich, gooey caramel centre wrapped in a crunchy biscuit base, all encased in thick milk chocolate.
– McVitie’s Signature Chocolate Caramel Biscuits: Featuring a golden-baked biscuit topped with smooth caramel and coated in milk chocolate, these biscuits are finished with a sprinkling of biscuit crumbs for added texture.
– McVitie’s Signature Chocolate Cream Swirls: These offer a velvety chocolate cream filling inside a patterned, crunchy biscuit base, promising a visually and texturally appealing snack.
James King, Marketing Director of McVitie’s at pladis UK&I, explains the rationale behind this launch. “Our research shows that shoppers are hungry for more choice and inspiration when it comes to evening snacking. Alongside more indulgent flavours, they’re looking for visually appealing treats and exciting textures, but this isn’t currently being fulfilled when it comes to biscuits. However, as the nation’s favourite and a staple in the biscuit tins of over three-quarters of UK households, there’s no brand better to plug this gap and incite change than McVitie’s.”
King added, “Going beyond just delicious flavour profiles, our new McVitie’s Signature range delivers a sensory experience that proves Sweet Biscuits can be just as indulgent as other treats. Alongside tasting great, it also ticks the boxes when it comes to looking mouthwatering, delivering multi-textures including chocolate—everything needed to help drive growth for Sweet Biscuits during this occasion by making sure they are seen as an evening snacking essential.”
The full McVitie’s Signature range will initially be available in Waitrose stores starting from 22nd July, with a recommended retail price of £2.00 per packet. The range will subsequently be rolled out to other multiple retailers and convenience outlets, making it widely accessible for consumers seeking to elevate their evening snacking experience.
The launch comes at a time when the Sweet Biscuits category sees potential for growth in the afternoon and evening snacking segments, where it has traditionally underperformed. With McVitie’s already a household favourite, this new range is poised to attract treat-seeking shoppers and encourage them to opt for biscuits as their go-to indulgent snack.
The Kantar Household Penetration report for the 52-week period ending in June 2024 confirms that over three-quarters of UK households already have McVitie’s products on hand, suggesting a strong existing customer base ready to explore this new premium offering.
As McVitie’s Signature makes its debut, it will be interesting to observe how this innovative range impacts consumer snacking habits and contributes to the broader growth of the Sweet Biscuits market.
