Pladis and Mars Chocolate Drinks & Treats are giving the biscuit aisle a chcocolate boost with the roll-out of new products.
Mars is hoping to woo younger shoppers with the launch of Cookies with Chocolate M&M’S Minis, which are available in an 180g pack for grocery (rsp £1.90) and a 144g £1.99 price-marked pack for convenience.
Citing Kantar data, the company said 63% of big cookies are purchased by empty-nesters and retired consumers, while 60% of M&M’S confectionery is purchased by young families or older dependents.
“We anticipate that the launch of Cookies with Chocolate M&M’S Minis will attract a new younger shopper to the cookie aisle,” said Mars Chocolate Drinks & Treats general manager Michelle Frost.
Meanwhile, Pladis has unveiled what it describes as its most chocolatey version of McVitie’s Digestives as well as well as a new take on its Rich Tea biscuit.
McVitie’s Seriously Chocolatey Digestives (rsp £1.99 / 250g) see crunchy cocoa digestive biscuits embedded with dark choc chips and topped with milk chocolate. Pladis said they have been developed to help meet an untapped opportunity for more indulgent everyday treats.
“Our research shows there’s headroom for further growth in late afternoon and evening snacking, when shoppers are seeking something a little more indulgent,” said James King, marketing director for McVitie’s at Pladis UK&I. “McVitie’s Seriously Chocolatey Digestives bring the growing popularity of multi-chocolate treats to everyday biscuits fixtures up and down the country.”
He added that, in concept testing, 94% of under-45s had stated purchase intent.
The Rich Tea ‘The Cocoa One’, meanwhile, is described as a ’tasty new take on the tea break favourite’. The dunkable crisp cocoa biscuits fall under the government’s HFSS threshold, according to Pladis, and aim to follow in the footsteps of ‘The Light Ones’ range of lower sugar Digestives and Rich Tea biscuits.
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