Snacking company Pladis has launched Mcvitie’s-branded ‘Blissfuls’ in the special treats sub-category of biscuits.

The treats are made up of a creamy chocolate centre flavoured with either hazelnut or caramel and encased in Mcvitie’s biscuits.

They are made to share, coming in a 228g pouch and will roll out across retailers in January and February.

David Titman, marketing director at Pladis UK&I 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.

“As the market leader in innovation, we’re committed to broadening appeal for the McVitie’s brand with a line-up of NPD that takes our beloved biscuits to even more consumers and eating occasions. With extremely positive feedback from trials already under our belt, now we can’t wait to see what shoppers think of McVitie’s Blissfuls.”

The two variants, McVitie’s Blissfuls Belgian Milk Chocolate & Caramel, and McVitie’s Blissfuls Belgian Milk Chocolate & Hazelnut have an RRP of £2.59. Packaging will be recyclable through Pladis’ partnership with Terracycle.