McVitie’s has launched of a new multipack format for its McVitie’s Hobnobs Flapjacks with the first McVitie’s Hobnobs Flapjacks Variety Bag.

Combining a selection of three variants – Oaty, Chocolate and Raspberry – the new variety bag contains 10 individually wrapped flapjack bars. The launch forms part of the brand’s ongoing commitment to innovation within “out of home sharing” for cake.

The new range will be rolling out from this week with packaging highlighting the McVitie’s brand identity and designed to ensure the pack stands out on shelf.

Ailsa Duguid, brand manager, McVitie’s Cake Company, commented: “We’re excited to give our customers the opportunity to purchase their favourite flapjacks in a variety bag format, allowing them to pick a new best-loved flavour every day while also targeting sharing consumption.

“With expected annual retail sales of £1m, and building on the existing popularity of our McVitie’s Hobnobs Flapjack range with shoppers, we are confident that this further expansion into the cake aisle will catch their eye.”

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