• pladis UK&I is expanding Britain’s Biggest Biscuit Brand[1], McVitie’s, with the launch of McVitie’s Granola Oat Bakes
  • 35% less sugar[2] and 100% delicious, McVitie’s Granola Oat Bakes will be available in two flavours: Dark Chocolate & Almond and Cranberry
  • The launch will drive incremental sales amongst consumers looking for tasty, healthier afternoon snacks

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is making snack time healthier with the launch of new McVitie’s Granola Oat Bakes.

The crunchy and crumbly baked biscuits are packed with the wholesome goodness of oats and available in two delicious variants: Dark Chocolate & Almond and Cranberry.

With 35% less sugar than the average oat biscuit, the range aims to drive incremental sales among consumers seeking healthier afternoon snacking options. McVitie’s Granola Oat Bakes are also high in fibre, and suitable for vegans.

“There couldn’t be a truer tagline for McVitie’s  Granola Oat Bakes than ‘35% less sugar[3], 100% delicious’,” says Emma Stowers, Brand Director for McVitie’s at pladis UK&I. “We’ve developed a range which ticks both the taste and health boxes – allowing us to drive incremental sales among shoppers seeking a healthier afternoon snack, without compromising on taste. ”

Indeed, research has shown that ‘low sugar’ is the top feature consumers look for in a healthier snack[4]. This, coupled with the fact that Healthier Biscuits is the largest and fastest-growing sector in Sweet Biscuits (+4.5%[5]) indicates the launch will be welcomed by UK shoppers.

“Although we already know that ‘Balance’ is a key snacking driver among British shoppers[6], research has shown that 41% find it hard to decipher which snacks are ‘good for you’[7]. That’s why we’ve made our on-pack health-claims as easy as possible for consumers to interpret”.

McVitie’s was recently revealed as one of the top three most chosen brands in the UK in Kantar Worldpanel’s latest Brand Footprint report. The latest NPD launch will target a clear consumer demand, providing retailers with an opportunity to tap into the £330m sales opportunity for biscuits identified in pladis’ 2018 Annual Biscuit Review.

McVitie’s Granola Oat Bakes will be available in 140g packs for an RSP of £1.89. The range will launch in Asda from June, followed by further roll-out across multiple retail.

[1] Nielsen Scantrack value sales 52 w/e 30.12.18

[2] Than the average oat biscuit

[3] Than the average oat biscuit

[4] Mintel (2018), Kantar Usage Panel;

[5] Kantar Worldpanel 52 w/e 30.12.18

[6] pladis 2018 Annual Biscuit Review

[7] Mintel Report, Consumer Snacking – UK – May 2018

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