McVitie’s aims to scare up sales with Halloween range

Pladis is hoping retailers can help shoppers to have ‘A Dead Good Night In’ with its 2020 Halloween range from McVitie’s Cakes.

This year’s McVitie’s Cakes Halloween range comprises five brand-new products, with Pladis launching three new products under its McVitie’s Jaffa Cakes and McVitie’s Digestives brands as well as additional NPD under its Halloween-exclusive McVitie’s Funny Bones range.

“Halloween presents a prime opportunity for retailers to stock novel, seasonal products, which encourage consumers to make impulse purchases,” said Claire Hooper, head of marketing – cake, at Pladis UK&I. “Given that cakes are a more impulsive buy than other sweet snacks, it’s undoubtedly an important category for retailers to focus on during the season.

“This year the seasonal sales opportunity for cakes is bigger than ever. Halloween celebrations are likely to take a different form, with many shoppers swapping parties and trick or treating for watching scary movies or hosting smaller gatherings at home. Cakes are perfectly suited to these at-home occasions, so this presents a unique opportunity for retailers to boost sales in the cake category – and give shoppers a festive reason to celebrate.”

The McVitie’s Jaffa Cakes Zesty Orangey Cake Bars consist of McVitie’s Jaffa Cakes zesty orange filling, disguised by light, purple sponge and smothered in dark chocolate. Available in a pack consisting of five individually-wrapped bars, McVitie’s Jaffa Cakes Zesty Orangey Cake Bars will be available at an RRP of £1. Also new is McVitie’s Jaffa Cakes Fruity Blackcurrant Cake Bars (five individually-wrapped bars, RRP: £1) comprise a light sponge and fruity blackcurrant filling, encased in a dark chocolate coating.

McVitie’s Digestives Cinder Toffee Flavour Slice consists of a layer of golden-baked biscuit with a cinder toffee flavour, topped with McVitie’s’ chocolate. McVitie’s Digestives Cinder Toffee Flavour Slices are available in a pack of five individually-wrapped bars at an RRP of £1.

McVitie’s Funny Bones Chocolate Cakes Bars (eight individually-wrapped bars, RRP: £1) comprise a fluffy sponge, topped with chocolate cream and enrobed in milk chocolate.

McVitie’s Funny Bones Sticky Toffee Flavour Cake is a play on a classic dessert, which will allow retailers to tap into the growing opportunity provided by sharing cakes (worth £259 million). McVitie’s Funny Bones Sticky Toffee Flavoured Cake (200g) is available at an RRP of £1.