Snacking company Pladis is launching the renowned McVitie’s Club brand into the confectionery sector with its new McVitie’s Club Layers Orange.
This innovative product features a rich milk chocolate bar filled with orange-flavored cream and multiple layers of crisp wafer. It specifically targets newer, younger consumers.
According to Olivia Haley, brand manager at Pladis UK&I, the product aims to capitalize on the growing On-The-Go confectionery market, which sees significant spending from younger demographics.
Initially, McVitie’s Club Layers Orange will be available as a Spar exclusive for three weeks before it expands to a broader market.
“The iconic McVitie’s Club is a £32m brand and, by taking the biscuit brand into a new category, confectionery, we can recruit new and younger consumers,” Haley stated.
“There is currently no Chocolate & Orange single serve wafer bar in the market, so we’ll drive differentiation with the launch of McVitie’s Club Layers Orange while enhancing category value by introducing such a beloved name into confectionery for the first time.”
Haley further noted that Spar’s customer base makes it an ideal launch partner for this single chocolate bar.
“We know Spar provides fantastic marketing support for NPD right across its estate, offering significant exposure for brands,” she added.
Gemma Turner, Spar UK Grocery trading manager, remarked: “This launch represents another milestone for Spar, exemplifying how we consistently support our independent retailers by introducing must-try new products that drive shopper visits.”
“Our close collaboration with suppliers like Pladis places Spar in a unique position to lead on launches like this, and we are confident it will generate interest and footfall across our estate.”
McVitie’s Club Layers Orange (RRP 89p) is available in Spar outlets starting today (30 June), with plans for a wider rollout to wholesale depots, convenience stores, and multiple retailers starting in July.
