pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is entering the special treats sub-category with household favourite McVitie’s. From January, two of the brand’s bestsellers will receive a special makeover with the launch of its new, premium ‘Fully Coated’ collection.
The introduction of two new, extra chocolatey treats from Britain’s Biggest Biscuit brand[1] – McVitie’s Digestives ‘The Fully Coated One’ and McVitie’s Hobnobs ‘The Fully Coated One’ – will see the two classics completely enrobed in the brand’s signature silky-smooth milk chocolate.
The exciting new propositions, which elevate the best-loved favourites from everyday treats to special treats, will help retailers unlock incremental sales and encourage loyal McVitie’s shoppers to trade-up, adding value to the category.
“No biscuit aisle is complete without two of the most popular brands from our £457 million McVitie’s range[2], McVitie’s Digestives and McVitie’s Hobnobs. It’s safe to say that McVitie’s leads the everyday biscuits and everyday treats sub-categories thanks to these prominent brands,” says Emma Stowers, Brand Director for McVitie’s at pladis UK&I.
“With the launch of our new, premium collection, we’re building on the momentum we’ve generated for the two brands – which were up by +35% between March and September this year[3] – and delivering an extra special version of the biscuits consumers already love.
“By launching our ‘Fully Coated’ collection and adding an extra bit of indulgence to our bestsellers in this new format, we’ll also offer shoppers the chance to enjoy their McVitie’s favourites during even more moments of the day and make snack time even more special.”
“We’re confident the McVitie’s ‘Fully Coated’ range will be well-received in the market, particularly because this time, we’re making two of our best-loved biscuits the focus. Given current circumstances, we also expect more consumers to prioritise affordable, at-home treats as we move into 2021.”
McVitie’s Digestives ‘The Fully Coated One’ and McVitie’s Hobnobs ‘The Fully Coated One’ will be available in Asda from this week, before launching more widely from January 2021 at an RRP of £1.79 across multiple retail, convenience and wholesale. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).
[1] The Grocer, Britain’s Biggest Brands 2020
[2] Nielsen Scantrack MAT data to 31.10.20 (Total Coverage
[3] Nielsen w/e 14th Mar to 12th Sep 2020. McVitie’s Milk Chocolate Digestives and McVitie’s Milk Chocolate Hobnobs.
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