pladis bring ‘swavoury’ punch to biscuit bar classic
pladis has added a new variant to its biscuit barrel favourite McVitie’s Club for the first time in over a decade.
Available in packs of 7 or 8 individually-wrapped bars, McVitie’s Club Salted Caramel consists of a golden-baked biscuit bar, layered with a salted caramel flavoured cream and coated in Club’s signature milk chocolate. It joins the brand’s established line-up of Club Mint and Club Orange.
According to pladis, the new flavour is expected to resonate with biscuit lovers looking for ‘swavoury’ flavour combinations.
“Over the past couple of years, sales of Chocolate Biscuit Bars have boomed (+11.5%) with more Brits rediscovering the pleasure of tucking into a sweet treat alongside a cuppa,” said David Titman, marketing director of McVitie’s at pladis UK&I.
“Our Club brand – which has been a chocolate biscuit bar favourite for over 100 years – played a huge part in driving this growth and remains one of the most popular choices for shoppers.
“The great news about McVitie’s Club is that it’s perfectly placed to span in-home and on-the-go snacking occasions. Each bar is individually wrapped, allowing for greater portion control and making it an easy grab-and-go treat.
“For longstanding fans of McVitie’s Club, we know this launch will cause a stir! In fact, a series of online discussion groups have already shown a spontaneous desire for innovation from the brand. Plus, wider research shows that more than half of snackers (53%) are prompted to purchase when they see new flavours in-store, so this addition is sure to ramp up excitement and interest around the brand.”
McVitie’s Club Salted Caramel is rolling out in major retailers, as well as across wholesale and convenience, including Asda, Tesco, Morrisons, Sainsbury’s, Co-op and discounters for an RRP of £1-£1.70. Packaging will be recyclable through pladis’ partnership with Terracycle.
