pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is ramping up its offering in the special treats sub-category of biscuits with first-to-market innovation in the form of McVitie’s Blissfuls. 

Comprised of an expertly baked McVitie’s biscuit, encasing a melt in the mouth Belgian milk chocolate cream centre – flavoured with either hazelnut or caramel – then topped with a crunchy and golden baked biscuit lid, McVitie’s Blissfuls promise a decadent new snacking experience.

The latest trailblazing treat from Britain’s biggest biscuit brand[1] will be available in a 228g sharing pouch. Recognising the important role biscuits play in social connection, this format will also enhance relevance for sweet biscuits during the evening snacking occasion.

Complete with a 360° marketing campaign targeting younger adults, McVitie’s Blissfuls will help retailers unlock incremental sales by both extending the brand’s appeal to new consumers and increasing its relevance at new times of the day.

What’s more, thanks to the legion of loyal McVitie’s shoppers ready to trade-up and try something new, the premium positioning of McVitie’s Blissfuls is primed to support category value growth.

McVitie’s Marketing Director at pladis UK&I, David Titman, says: “McVitie’s has a long-established history of baking the nation’s favourite sweet biscuits, and our everyday biscuits like McVitie’s Digestives, and everyday treats like McVitie’s Chocolate Hobnobs, are firm favourites for morning and afternoon snacking.

“However, there remains an untapped opportunity for sweet biscuits during the evening, where they currently under-index compared with other sweet snacking categories. This means NPD specifically developed for this consumption moment could help drive huge incremental sales for the category – and that’s where McVitie’s Blissfuls come in.

“Created especially for sharing, our latest innovation is just the moreish special treat to shake up the evening snacking occasion by boosting relevance for sweet biscuits during these moments.

“As the market leader in innovation, we’re committed to broadening appeal for the McVitie’s brand with a line-up of NPD that takes our beloved biscuits to even more consumers and eating occasions. With extremely positive feedback from trials already under our belt, now we can’t wait to see what shoppers think of McVitie’s Blissfuls.”

McVitie’s Blissfuls will first be available in Sainsbury’s from the first week of January, followed by roll out across most major retailers in January and February. Two variants, McVitie’s Blissfuls Belgian Milk Chocolate & Caramel, and McVitie’s Blissfuls Belgian Milk Chocolate & Hazelnut will retail at an RRP of £2.59. Packaging will be recyclable through pladis’ partnership with Terracycle (

[1] The Grocer: Britain’s Biggest Brands 2021

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