Pladis is taking the famous McVitie’s Club brand to both convenience and also confectionery shelves for the first time with the launch of McVitie’s Club Layers Orange.
Described as a “generously coated thick milk chocolate bar with a delicious orange flavoured cream filling and multiple layers of crisp wafer” the new product will be available as a Spar exclusive for three weeks, before rolling out more widely.
“By taking the biscuit brand into a new category, confectionery, we can recruit new and younger consumers,” explains Olivia Haley, brand manager at Pladis UK&I. “We know that on-the-go confectionery overtrades among younger consumers, and we also know that orange is our best performing McVitie’s Club flavour.
“We’re thrilled that McVitie’s Club Layers Orange will debut in Spar on a first-to-market basis. Spar’s impulse customer base makes it a strong fit for this single chocolate bar, and we know Spar provides fantastic marketing support for NPD right across its estate, providing great exposure for brands.
“There’s currently no Chocolate & Orange single serve wafer bar in market, so we’ll be driving differentiation with the launch, as well as bringing category value by launching such a famous and much-loved name into the confectionery category for the first time.”
Gemma Turner, Spar UK grocery trading manager, added: “We’re proud to be the first to market with McVitie’s Club Layers Orange, an exciting innovation from pladis that’s exclusively available in SPAR stores for three weeks.
The McVitie’s Club Layers Orange bars carry an RRP of 89p and will be available in Spar from next week, ahead of rolling out to more widely to wholesale depots, convenience stores and multiple retailers from July.
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