McVities emerges strongly in major retail study

Snack and confectionery business McVitie’s has been listed in the top five most chosen brands in Kantar Worldpanel’s 2018 UK Brand Footprint ranking.

The company appeared in fourth place, with Warburtons taking the top spot, Heinz emerged second and Hovis appeared third.

According to the study, which allocates consumer points for the brands chosen most often, fifth place went to Walkers, followed by Kingsmill, Muller, Coca-Cola, Cadbury and Birds Eye.

The report revealed McVitie’s, owned by global snacking company, Pladis, the company gained a total of 291 million points, which represents a three per cent increase from 2017. This made it one of the fastest CRP growers in the top 10 list.

According to McVitie’s, it said its improved ranking was partly due to new product launches, including its Digestives Thins, which holds the title of the Biggest Sweet Launch since 2010 with sales worth £17m.

Pladis, which reportedly holds 22% of the UK biscuit market, recently-released third annual Biscuit Review, it was revealed the company’s share of the sweet biscuits category was up by 2.6%, buoyed by sales of McVitie’s.

James Turton, general manager of the McVitie’s business unit at pladis UK & Ireland, said: “McVitie’s has been baking biscuits for consumers for 125 years in the UK, and we’re delighted that so many shoppers continue to choose our snacks in supermarket aisles.

“As the number one brand in the category, we’re committed to ensuring that McVitie’s remains relevant to today’s ever changing consumers, through both, our loved-brands and our new innovation.”

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