Halloween focus for McVitie’s

United Biscuits-owned McVitie’s is launching a range of “spook-tacular” cakes in time for Halloween.

The line includes the return of McVitie’s Jaffa Cake Bars in Fang-Tastic Orange and Batty Blackcurrant varieties. The latter will feature a new recipe with white sponge topped with blackcurrant jam and covered in dark chocolate.

Meanwhile a Toffee Apple variant will join McVitie’s Hobnobs Flapjack line. And McVitie’s Digestives Teacakes come in a Devilish variant with each one wrapped in red foil. Finally, McVitie’s Penguin Cake Bars will feature a ‘Petrifying’ new design. RISP for the different cakes range from £1 to £2 and they will be available in-store from 5 September.

According to the company, Halloween is going from strength to strength in the UK, with shoppers spending over £40m on Halloween goods in 2015 up 22% on the previous year (Nielsen, October 2015).

Claire Hooper, senior brand manager for McVitie’s Cake Company, said: “Halloween continues as one of the top three seasonal moments in the retail calendar. Shareable sweet treats are a key impulse purchase driver within the seasonal market, which presents a fantastic opportunity for retailers to capitalise on, especially in the cake aisle.”

McVitie’s Cake Company is forecasting a retail sales value for its sharing cakes of over £1.2m in 2016.

In June McVitie’s launched To Go snack packs for its Digestives and Hobnobs biscuit ranges.

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