Pladis launches indulgent McVitie’s Blissfuls

Pladis launches indulgent McVitie’s Blissfuls

Pladis is tapping into the indulgence trend with the launch of McVitie’s Blissfuls.

The indulgent NPD targets the special treats sub-category of biscuits and 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 first roll 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 will help retailers unlock incremental sales by extending the brand’s appeal to new consumers and increasing its relevance at new times of day, Pladis says.

“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.”