Biscuits and cakes manufacturer Pladis, has revealed the next phase of its convenience and impulse strategy (C&I) that will include two new channel launches and in-store merchandising support.
The McVitie’s Digestive and Biscuit Barrel range – priced at £1.50 and 89p respectively – aims to focus on better value for shoppers.
The McVitie’s Digestives price-marked pack (PMP) range offers a competitive price in line with multiple c-stores and aims to drive base sales of the bestsellers, including milk chocolate and caramel, said the company.
The Biscuit Barrel range brings together some of the UK’s most popular biscuits including Custard Creams, Bourbons and Shorties.
These 300g packs have changed from the current 150g Crawford’s range and offer an improved cash and percentage margin opportunity for retailers.
Hena Chandarana, trade communications controller for pladis in the UK, commented: “The launch of our new McVitie’s Digestive PMP and Biscuit Barrel ranges enable retailers to achieve a high margin on our products and offer their customers the number one biscuit brand at a great value price.
“As the category leader with 50% of the best-sellers in symbols and independents (IRI Litmus 12we 16.8.15), including six of the top 10, we’re committed to supporting our retail partners to grow their business and to develop targeted C&I initiatives that drive the category.”
Earlier this month, McVitie’s added five new products to this year’s Christmas cake range.