pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is bringing a new flavour variant to its biscuit barrel favourite McVitie’s Club for the first time in over 10 years with the introduction of Club Salted Caramel.

Available in packs of 7 or 8 individually-wrapped bars, McVitie’s Club Salted Caramel consists of a light, golden-baked biscuit bar, layered with a salted caramel flavoured cream and coated in Club’s signature chunky milk chocolate. It will join the brand’s established line-up of Club Mint and Club Orange, which are worth £25.3M in total retail[1].

The new flavour will satisfy biscuit lovers and chocoholics alike, and drive sales among sweet biscuit shoppers seeking delicious, on-trend, ‘swavoury’ flavour combinations.

“Over the past couple of years, sales of Chocolate Biscuit Bars have boomed (+11.5%)[2] with more Brits rediscovering the pleasure of tucking into a sweet treat alongside a cuppa,” says David Titman, Marketing Director – McVitie’s, at pladis UK&I. “Our Club brand – which has been a chocolate biscuit bar favourite for over 100 years – played a huge part in driving this growth and remains one of the most popular choices for shoppers.

“The great news about McVitie’s Club is that it’s perfectly placed to span in-home and on-the-go snacking occasions. Each bar is individually wrapped, allowing for greater portion control and making it an easy grab-and-go treat.

“For longstanding fans of McVitie’s Club, we know this launch will cause a stir! In fact, a series of online discussion groups have already shown a spontaneous desire for innovation from the brand. Plus, wider research shows that more than half of snackers (53%) are prompted to purchase when they see new flavours in-store[3], so this addition is sure to ramp up excitement and interest around the brand. We’re confident that the launch of this popular new flavour will encourage impulse purchases and, ultimately, drive higher sales growth for retailers.”

McVitie’s Club Salted Caramel (RRP: £1.00-£1.70) is rolling out in major retailers, as well as across wholesale and convenience, from the end of January until the beginning of April. It will be available in Asda, Tesco, Morrisons, Sainsbury’s, Co-op and discounters. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).

[1] Nielsen Connect Express – 52 w/e 25.12.21

[2] Nielsen Total Biscuits Market – 52 w/e 02.01.2021

[3] Mintel Report CSS&N UK Jan 2018

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