Mcvities moments white chocolate brownies

Pladis-owned McVitie’s has extended its range with two chocolate brownies to tap into the indulgence trend.

Its new Moments Brownies comprise Double Choc Fudge and Creamy White Choc variants.

Available now with an rsp of £1.85 for a pack of five individually-wrapped bars, the brownies are topped with milk chocolate ganache or white chocolate cream and smothered in milk chocolate.

They are the category’s first fully chocolate-enrobed brownies, said the firm.

“Indulgence is a key trend in the category and growing numbers of shoppers now tuck into cake during typically indulgent moments – whether that’s an evening treat or during a moment of ‘me-time’,” said Claire Hooper, head of marketing – cake at Pladis UK and Ireland.

Cake bars continue to drive growth for the pre-packaged cake category, with a 24% increase in the past two years, according to data firm Kantar. Bought by one in three British households, they are worth £48 million, it added.

“Our individually packaged cake bars are already a winning proposition, but we’ve spotted an opportunity to help retailers drive incremental sales by upping the indulgence factor and adding a touch of chocolate-smothered luxury to our bestselling portfolio with this unique new proposition,” Hooper added.

McVitie’s Moments Brownies are available in a pack of five individually wrapped bars across major retailers, including Tesco, as well as convenience and wholesale.