pladis, the global snacking company behind some of the UK’s most loved and iconic brands, 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 Britain’s Biggest Biscuit brand[1], which will offer even more choice to shoppers.
An evolution of the brand’s £31M[2] McVitie’s Rich Tea product, the new variant will include 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 and love. Carefully balanced, the reduced-sugar recipe will not include any artificial sweeteners.
David Titman, Marketing Director – McVitie’s at pladis UK&I, explains: “As biscuit category leader, we understand we have an important role to play when it comes to helping consumers enjoy healthier lifestyles.
“In 2020 we announced that we’d reduced sugar in nine of our biscuit tin favourites, including McVitie’s Chocolate Digestives and McVitie’s Chocolate Hobnobs. Now, we’re going one step further with an extension to the McVitie’s range that will give consumers even more choice in the biscuit aisle.
“Virtually every British household buys biscuits and, for many of us, there’s nothing more comforting than taking time out to enjoy one with a cuppa. McVitie’s Rich Tea Delights will help drive relevance of biscuits by drawing even more attention to the breadth of products on offer across the category and within the McVitie’s portfolio.
“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 will sit outside of upcoming guidelines relating to HFSS products. This means their position in store will not be restricted and they 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 will hero the McVitie’s brand and highlight the product’s health benefits.
McVitie’s Rich Tea Delights launched early March in 300g packs across multiple retail, convenience and wholesale (RRP: £1.59). Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).
[1] The Grocer: Britain’s Biggest Brands 2021
[2] Nielsen Total Coverage 52 w/e 05.03.2022 (excludes discounters)
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