New orange chocolate bar rolls out for McVitie’s Club
GLOBAL snacking firm pladis has taken the famous McVitie’s Club biscuits brand into the confectionery market for the first time with the new McVitie’s Club Layers Orange.
Featuring a generously coated thick milk chocolate bar with an orange flavoured cream filling and multiple layers of crisp wafer, the new McVitie’s Club Layers is available exclusively to Spar stores across the UK from 30 June.
Spar UK stores will have an exclusive run of the new launch for a period of three weeks before the new confectionery bar rolls out more widely across the market.
Olivia Haley, brand manager at pladis UK&I, said: “The iconic McVitie’s Club is a £32million brand and, by taking the biscuit brand into a new cateogory, confectonery, we can recruit new and younger consumers.
“We know that on-the-go confectionery overtrades among younger consumers, and we also know that orange is our number one best performing McVitie’s Club flavour.
“There is currently no chocolate and orange single serve wafer bar in the market, so we’ll be driving differentiation with the launch of McVitie’s Club Layers Orange, as well as brining category value by launching such a famous and much-loved name into the confectionery category for the first time.”
McVitie’s Club Layers Orange comes with an RRP of 89p and, following its three-week exclusive in Spar UK stores, the bar will roll out widely across wholesale, convenience and multiples from July.
This marks the latest piece of innovation for the McVitie’s brand, which certainly hasn’t been shy on NPD this year, following on from the launch of McVitie’s Digestives Pink.
Haley said: “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 the brands.”
Gemma Turner, Spar UK grocery trading manager, said: “We are 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.
“This launch is another first for Spar and a great example of how we continue to support our independent retailers by bringing must-try new products into stores that give shoppers a reason to visit.
“Our close working relationship with suppliers like pladis puts Spar in a unique position to lead on launches like this, and we are confident it will drive interest and footfall across our estate.”
