Pladis is taking the famous McVitie’s Club brand to confectionery shelves for the first time with the launch of McVitie’s Club Layers Orange.
It is described as a “generously coated thick milk chocolate bar with a delicious orange flavoured cream filling and multiple layers of crisp wafer”.
By taking the biscuit brand into the confectionery category, Pladis hopes to recruit new and younger consumers, says Olivia Haley, brand manager at Pladis UK&I.
”We know on-the-go confectionery overtrades among younger consumers, and we also know that orange is our best performing McVitie’s Club flavour,” she adds.
”There’s currently no chocolate and orange single serve wafer bar in the market, so we’ll be driving differentiation with the launch, as well as bringing category value by launching such a famous and much-loved name into the confectionery category for the first time.”
