Pladis has launched McVitie’s Moments Brownies in a bid to drive growth in the pre-packed cake category.

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The brownies are available in packs of five individually wrapped bars from major wholesalers, with the RRP of £1.85. McVitie’s Moments Brownies are available in two flavours, Double Choc Fudge and Creamy White Choc.

The Double Choc Fudge flavour is a chocolate brownie topped with milk chocolate ganache, while the Creamy White Choc flavour is topped with white chocolate cream.

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Claire Hooper, head of cake marketing at Pladis, said: “Cake bars continue to drive growth for the pre-packed cake category, up 24% in the past two years, and bought by one in three British households, worth £48m.

“Historically, cake has under-indexed against evening consumption when consumers often want a little reward or indulgence at the end of the day. However, indulgence is a key trend in the category and growing numbers of shoppers now tuck into cake during typically indulgent moments – whether that’s as an evening treat or during a moment of ‘me time’.”

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