Snacking company pladis is expanding its McVitie’s Cake range with the introduction of two new larger-format loaf cakes.
McVitie’s Loaf Cakes will initially be available in two variants; Zingy Lemon (238g) and Sticky Toffee (200g) and will be rolling out in the convenience channel from mid-May.
“The current circumstances mean shoppers have been spending far more time than usual in their own homes. This has led to households of all shapes and sizes making more of mealtimes – whether that’s swapping a pre-made sandwich for beans on toast, cooking the evening meal from scratch, or indulging in a post-meal pudding,” said Claire Hooper, head of marketing at McVitie’s Cake Company, pladis UK&I.
“McVitie’s sharing cakes provide an opportunity for families or households to sit down, either with a cup of tea or as part of an extended mealtime occasion, and enjoy time together – and the recent surge in popularity for McVitie’s wholecakes, which have grown by 54% in the latest four weeks, suggests shoppers are doing exactly that.
“During times of uncertainty shoppers tend to seek out sweet treats. We also know that more people than ever are relying on their local convenience stores, so it’s crucial that retailers ensure they stock up on familiar, leading brands like McVitie’s to drive sales in the cake aisle.
“We’re confident the latest great-value additions to our range will prove a hit with shoppers now and in the months to come.”
McVitie’s Loaf Cakes in Zingy Lemon and Sticky Toffee will be available in price-marked packs at an RRP of £1. An additional variant, Rich Chocolate, will join the range later this year.