Snacking company Pladis, is taking the famous McVitie’s Club brand into the confectionery category for the first time with new McVitie’s Club Layers Orange.
The McVitie’s Club Layers Orange, which is a thick milk chocolate bar with an orange flavoured cream filling and multiple layers of crisp wafer, is aimed at attracting new and younger consumers.
It will be targeting these consumers in On-The-Go confectionery category which overtrades among younger customers, according to Olivia Haley, brand manager, pladis UK&I.
The new product is available as a Spar exclusive for three weeks before rolling out more widely.
“The iconic McVitie’s Club is a £32m brand and, by taking the biscuit brand into a new category, confectionery, we can recruit new and younger consumers,” said Haley.
“There is currently no Chocolate & Orange single serve wafer bar in market, so we’ll be driving differentiation with the launch of McVitie’s Club Layers Orange, as well as bringing category value by launching such a famous and much-loved name into the confectionery category for the first time.”
She added that Spar’s impulse customer base made it a strong fit for this single chocolate bar.
“We know Spar provides fantastic marketing support for NPD right across its estate, providing great exposure for brands,” she added.
Gemma Turner, Spar UK Grocery trading manager, said: “This launch is another first for Spar and a great example of how we continue to support our independent retailers by bringing must-try new products into stores that give shoppers a reason to visit.
“Our close working relationship with suppliers like pladis puts Spar in a unique position to lead on launches like this, and we are confident it will drive interest and footfall across our estate.”
McVitie’s Club Layers Orange (RRP 89p) is available in Spar outlets from today (30 June), ahead of rolling out more widely to wholesale depots, convenience stores and multiple retailers from July.
