- Product: McVitie’s Gold Billions Chocolate & Hazelnut
- Supplier: Pladis
- RRP: 89p, 79p PMP
- Available: now
Pladis is adding a Chocolate & Hazelnut variety to its McVitie’s Gold Billions range as an impulse channel exclusive for six months.
The new variety, available now from wholesalers, contains layers of wafer with a chocolate and hazelnut flavour cream filling coated in golden caramel chocolate.
“This launch builds on the phenomenal success of multi-award-winning McVitie’s Gold Billions, which has grown to be a £5m brand only 18 months after launch. It is the number one on-the-go sweet biscuit in impulse,” said Olivia Haley, brand manager, chocolate biscuit bars & commercial brands at Pladis UK&I.
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“We know consumers are increasingly looking for an indulgent treat in on-the-go snacking, and our brand and range strategy is centred around indulgence. In consumer testing, they absolutely loved this bar, which scored a huge 88% intended repurchase rate.
“The single bar format lends itself to the on-the-go nature of the Impulse channel, and retailers have been hugely supportive of the new brand launch.”
The McVitie’s Gold Billions core range is being supported with a social and PR campaign in February and March, a first for the brand, as well as instore point-of-sale activation.
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