pladis starts the New Year with ‘Blissfuls’ biscuit series innovation

Global snacks group pladis has enhanced its offerings within the special treats sub-category of biscuits with its distinctive new series in the form of its McVitie’s Blissfuls range.

Comprised of the brand’s key biscuit series, encasing Belgian milk chocolate cream centre, the series is flavoured with either hazelnut or caramel and topped with a crunchy and golden baked biscuit lid.

The latest trailblazing treat from Britain’s biggest biscuit brand will be available in a 228g sharing pouch. Recognising the important role biscuits play in social connection, this format will also enhance relevance for sweet biscuits during the evening snacking occasion.

Complete with a key marketing campaign targeting younger adults, McVitie’s Blissfuls will help retailers unlock incremental sales by both extending the brand’s appeal to new consumers and increasing its relevance at new times of the day. The premium positioning of the series is primed to support category value growth.

McVitie’s Marketing Director at pladis UK&I, David Titman, said: “McVitie’s has a long-established history of baking the nation’s favourite sweet biscuits, and our everyday biscuits like McVitie’s Digestives, and everyday treats like McVitie’s Chocolate Hobnobs, are firm favourites for morning and afternoon snacking.

“However, there remains an untapped opportunity for sweet biscuits during the evening, where they currently under-index compared with other sweet snacking categories. This means NPD specifically developed for this consumption moment could help drive huge incremental sales for the category – and that’s where McVitie’s Blissfuls come in.

“Created especially for sharing, our latest innovation is just the moreish special treat to shake up the evening snacking occasion by boosting relevance for sweet biscuits during these moments.

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