Innovation and brand extension are vital, it’s frequently argued, for manufacturers and retailers who want to increase sales of cakes and biscuits.
United Biscuits added new products this autumn bearing the name of one of its most established brands.
Golden Sticky Lemon Pudding and Sticky Marmalade Pudding have joined McVitie’s Jamaica Ginger and Lyle’s Golden Syrup varieties in the McVitie’s Sticky Pudding Cakes range.
And the entire range has been relaunched with new-look packaging featuring re-sealable labels.
Brand manager Abby Smith said: “McVitie’s Sticky Pudding Cakes form a strong part of the McVitie’s Masterbrand and the relaunch of the range is designed to meet consumer needs for easy-to-use, consistent and appealing packaging.
“Insights have shown there is a warmth towards these products due to the cakes evoking a feeling of nostalgia.
“Our busy lifestyles mean we’re often looking for quick, easy and tasty snack solutions.
“These products fit the bill perfectly.”
• Covered in more detail in our Stocking up for Christmas feature in this issue, United Biscuits also has a major Christmas biscuits and cakes portfolio for the 2015 festive season.
New lines or significant revamps include a new McVitie’s Victoria Sapphire assortment Christmas pack; new McVitie’s Chocolate Digestives Christmas Slices that take the biscuit brand to cake shelves; and new McVitie’s Orange & Cranberry Jaffa Cake Bars.