• Product: McVitie’s Signature
• Supplier: Pladis
• RRP: £2
• Available: TBC

Pladis is launching McVitie’s Signature, a premium snacking range with a trio of new varieties.

The new launches include: Caramel Chocolate Rounds, which consist of a caramel encased by a crunchy biscuit and milk chocolate; Chocolate Caramel Biscuits, which contain a golden-baked biscuit topped with caramel, coated in milk chocolate and topped with biscuit crumbs; and Chocolate Cream Swirls, a chocolate cream filling inside a crunchy, patterned biscuit.

The full range will be rolling out to convenience later this year following an initial launch in Waitrose on 22 July.

McVitie’s to launch Gold Digestives co-branded with popular snack bar

“Our research shows that shoppers are hungry for more choice and inspiration when it comes to evening snacking,” said James King, marketing director – McVitie’s at Pladis UK&I. “Alongside more indulgent flavours, they’re looking for visually appealing treats and exciting textures, but this isn’t currently being fulfilled when it comes to biscuits. However, as the nation’s favourite and a staple in the biscuit tins of over three quarters of UK households, there’s no brand better to plug this gap and incite change than McVitie’s.

“Going beyond just delicious flavour profiles, our new McVitie’s Signature range delivers a sensory experience that proves sweet biscuits can be just as indulgent as other treats. Alongside tasting great, it also ticks the boxes when it comes to looking mouth-watering, delivering multi-textures including chocolate – everything needed to help drive growth for sweet biscuits during this occasion by making sure they are seen as an evening snacking essential.

“The full trio has performed incredibly well with consumers, making McVitie’s Signature well placed to tempt treat-seeking shoppers to opt for a biscuit above all else in the evening or simply whenever they’re looking for some extra indulgence.”

Read more product news