McVitie’s Cake Company has entered the slices market with McV Taste of Home Slices.
Chocolate Digestive Slices, HobNob Caramel Slices and Chocolate Ginger Slices are available in both eat now and eat later formats. A two-pack has a rrp of 79p, while the take-home five-pack retails at £1.29.
Leveraging the strength of popular McVitie’s biscuit brands – Digestives, HobNobs and Ginger Nuts – Taste of Home Slices is expected to become a £7m brand in its first year.
The triangular packaging is said to be the first of its kind and comes in shelf-ready outers. The new brand will benefit from an £8m support package for McV in 2004, together with a tailored press campaign to begin in March and sampling activity.
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