This autumn, McVitie’s Cake Company (MCC) is aiming to help retailers make the most of the sales opportunities presented by Halloween and Bonfire Night with a selection of seasonal product launches.
For Halloween, MCC is bringing its spooky McVitie’s Jaffa Cake Bars back from early September. The range will be available at a promotional price of £1 in two popular Halloween flavours, Spooky Orange and Lemon & Slime. Each flavour includes a ghoulish blend of dark crackly chocolate and light sponge with either a tangy orange, or zingy lemon and lime flavoured centre.
In 2013, the Bonfire Cake market grew by 15% which was largely driven by the Tate & Lyle Bonfire Cake range, made up of the Bonfire Toffee Cake and the Sticky Toffee Apple Cake. These products, which are the top two in the market, drove incremental sales which led to a 75% sales growth for the range.
To ensure the range achieves similar results this year, MCC is revamping the pack design for its Bonfire Cake range in 2014. The new design will feature an on-pack flash stating ‘Bonfire Bakes’ to highlight the products seasonality, as well as including appealing food imagery to showcase its mouth-watering appeal. As a result of the redesign, the new packs will also give greater shelf standout making them easier to spot on shelf for shoppers. Bonfire Toffee Cake and Sticky Toffee Apple Cake featuring the fresh new pack design will be available in early September.
Karl Bollon, customer marketing and insights manager at MCC, commented: “Halloween and Bonfire Night remain key opportunities for cake. With leading brands in the cake market; McVitie’s is perfectly placed to enable retailers to take advantage of the sales on offer.
“In order to make the most of seasonal sales, we recommend that retailers stock the full range of limited edition Halloween and Bonfire Night products and take the time to create seasonal displays and in-store theatre to disrupt customers shopping on auto-pilot.”
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