McVities Blissfuls

Source: Pladis

Pladis is ramping up its offering in the special treats sub-category of biscuits with the launch of McVitie’s Blissfuls.

The indulgent NPD features a biscuit base encasing a Belgian milk chocolate cream centre, flavoured with either hazelnut or caramel, and topped with a biscuit lid.

Blissfuls will be first rolling out in Sainsbury’s followed by other major retailers in late January and February in a 228g sharing pouch, with an rsp of £2.59. The pouch format will also enhance relevance for sweet biscuits during the evening snacking occasion, the firm added.

“There remains an untapped opportunity for sweet biscuits during the evening, where they currently under-index compared with other sweet snacking categories,” said McVitie’s marketing director at Pladis UK&I, David Titman, who noted that the brand’s other treats are “firm favourites” for morning and afternoon snacking.

“This means NPD specifically developed for this consumption moment could help drive huge incremental sales for the category – and that’s where McVitie’s Blissfuls come in.”

The launch will be supported by a 360° marketing campaign targeting younger adults. This, according to Pladis, will help retailers unlock incremental sales by extending the brand’s appeal to new consumers and increasing its relevance at new times of day.

“Created especially for sharing, our latest innovation is just the moreish special treat to shake up the evening snacking occasion by boosting relevance for sweet biscuits during these moments,” Titman added.