pladis is ramping up its offering in the special treats category with a first-to-market innovation.
McVitie’s Blissfuls comprise a McVitie’s biscuit topped with Belgian milk chocolate cream, lidded with another crunchy and golden baked biscuit. Two variants are available: hazelnut and caramel.
The latest addition from Britain’s biggest biscuit brand is available in a 228g sharing pouch, recognising the important role biscuits play in social connection.
“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,” said David Titman, McVitie’s marketing director at pladis UK&I.
“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.”
McVitie’s Blissfuls is being launched in Sainsbury’s this month, and will follow with a larger roll-out across most major retailers in February for an RRP of £2.59.
As with all pladis products, packaging is recyclable through pladis’ partnership with Terracycle.