Pladis McVitie's BN mini rolls

The global snacking company behind some of the UK’s iconic brands has expanded its classic noughties brand, BN, with a new cake format.

McVitie’s BN Mini Rolls are set to replicate BN’s success on the biscuit aisle. Last year, the brand took top spot as the biggest launch in Children’s Biscuits – driving 27% growth in this fast-growing segment.

Available in two much-loved classic flavours – Raspberry and Chocolate – McVitie’s BN Mini Rolls comprise a vanilla sponge filled with flavoured cream and enrobed in milk chocolate. Each individual Mini Roll comes in at just 100kcals.

“McVitie’s BN has been one of our biggest success stories in recent years, massively exceeding expectations following our relaunch last year,” said Cassie French, marketing director – Seasonal, Cake & Kids at pladis UK&I.

“While we’ve attracted an audience of younger families and reached even more biscuit lovers with BN, there’s an opportunity to scale this with our latest NPD which taps into the popularity of Mini Rolls.”

Now worth £1.25bn and growing +9%, the Ambient Cake category represents a significant sales opportunity for retailers – and Mini Rolls are at the helm (+12%).

“The great thing about McVitie’s BN Mini Rolls is that they cater to an entirely new occasion than their biscuit counterparts,” added French.

“Snacking shoppers are relishing the classic taste of McVitie’s BN the biscuit aisle, so taking this to the nation’s cake aisles will extend appeal further and welcome a new audience of shoppers looking to add a permissible sweet treat to home lunches or midweek meal occasions.

“Like so many McVitie’s products, BN Mini Rolls are perfect to enjoy as part of a balanced diet, as they offer shoppers a little bit of chocolatey indulgence, without topping the scale when it comes to calories. In fact, we already know that a third of UK shoppers actively seek snacks containing 100kcals or less – so McVitie’s BN Mini Rolls align perfectly with Brits’ snacking priorities.”

McVitie’s BN Mini Rolls are available at an everyday low price point of £1 for a pack of five individually wrapped bars in retail outlets across the UK.