United Biscuits targets Halloween

United Biscuits (UB) has created a new line of Halloween and Bonfire Night-themed products under its McVitie’s Cake Company (MCC) business.

The limited-edition cakes feature a range of McVitie’s Spooky Sour Cake Bars, which include a purple sponge topped with sour blackcurrant jam and covered in dark chocolate. The new line will join MMC’s Halloween-themed Jaffa Cake products and will be available from the end of August in packs of five (MRRP £1.65).

The firm is also reviving its McVitie’s Tate & Lyle Sticky Toffee Apple Cake for retailers to maximise sales for Bonfire Night. The product comprises a sticky toffee apple-flavoured cake made with Lyle’s Golden Syrup and will also be available at the end of the month.

Dominica Rennard, group brand manager at MCC, said: “Cake still remains one of the fastest-growing Halloween categories, in which McVitie’s holds an 18% share. This, coupled with the increase in the number of people holding their own bonfire spectaculars, makes these seasonal occasions key sales opportunities for retailers.”

MCC will also be running on-pack promotions for consumers to receive two-for-one entry into Alton Towers theme park.

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