BN cakes

Pladis is expanding its BN biscuit brand into cakes with the launch of McVitie’s BN Mini Rolls. The company hopes the move will broaden appeal among a new audience and help retailers to drive incremental sales in the process.

Available in two flavours – Raspberry and Chocolate – McVitie’s BN Mini Rolls comprise a light, vanilla sponge filled with a flavoured cream, enrobed in milk chocolate. Each individual Mini Roll comes in at just 100kcals and rrp is £1 for a pack of five individually wrapped cakes.

“McVitie’s BN has been one of our biggest success stories in recent years, massively exceeding expectations following our relaunch last year,” said Cassie French, marketing director – seasonal, cake & kids at Pladis UK&I. “While we’ve attracted an audience of younger families and reached even more biscuit lovers with BN, there’s an opportunity to scale this with our latest NPD which taps into the popularity of Mini Rolls.”

Now worth £1.25bn and growing by 9% (Nielsen), Pladis says the ambient cake category represents a significant sales opportunity for retailers – and Mini Rolls are at the helm (+12%).