Pladis has expanded its McVitie’s BN brand with the launch of a Mini Rolls cake format.

McVitie’s BN Mini Rolls are available in Raspberry and Chocolate varieties, in packs of five at an RRP of £1.

Each variety consists of a vanilla sponge filled with flavoured cream and covered in McVitie’s milk chocolate. They will be available to convenience and wholesale from the beginning of February.

The launch comes as the ambient cake category is worth £1.25bn and is growing by 9%. Additionally, Pladis’ relaunched BN Biscuits were the biggest children’s biscuit launch of last year, driving 27% growth in the segment.

Pladis to bring back BN biscuits as McVitie’s brand

Cassie French, marketing director – seasonal, cake & kids at Pladis UK&I, said: “McVitie’s BN has been one of our biggest success stories in recent years, massively exceeding expectations following our relaunch last year. 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.

“The great thing about McVitie’s BN Mini Rolls is that they cater to an entirely new occasion than their biscuit counterparts. Snacking shoppers are relishing the classic taste of McVitie’s BN in 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.”

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