McVitie's V.I.B. Indulgent Chocolate Cherry Biscuits are Premium
Michael Hemsworth — June 24, 2021 — Marketing
References: mcvities & talkingretail
The McVitie's V.I.B. Indulgent Chocolate Cherry biscuits are the brand's latest flavor option under the namesake range that will provide shoppers with a chocolatey yet fruit variety to try out. The biscuits start off with a layer of chocolate along with cherry-flavored caramel before being finished with a final layer of milk chocolate. The product is targeted towards younger shoppers in search of a treat to try out with a baked good-inspired recipe.
McVitie's Marketing Director at Pladis Emma Stowers spoke further on the McVitie's V.I.B. Indulgent Chocolate Cherry biscuits saying, "Since launch, McVitie’s V.I.Bs have had a key role in welcoming new shoppers – particularly younger shoppers – to the McVitie’s brand. In fact, McVitie’s V.I.Bs over-index with under-45-year-olds compared with ‘everyday treats’ sub-sector as a whole. In part, this is because, when it comes to sweet baked goods, almost three-quarters (74%) of shoppers between the ages of 16- and 34 are looking for more flavour innovation. This means we are always assessing how we can help retailers boost biscuit sales through trend-led flavour variations of our bestselling biscuits."
McVitie's Marketing Director at Pladis Emma Stowers spoke further on the McVitie's V.I.B. Indulgent Chocolate Cherry biscuits saying, "Since launch, McVitie’s V.I.Bs have had a key role in welcoming new shoppers – particularly younger shoppers – to the McVitie’s brand. In fact, McVitie’s V.I.Bs over-index with under-45-year-olds compared with ‘everyday treats’ sub-sector as a whole. In part, this is because, when it comes to sweet baked goods, almost three-quarters (74%) of shoppers between the ages of 16- and 34 are looking for more flavour innovation. This means we are always assessing how we can help retailers boost biscuit sales through trend-led flavour variations of our bestselling biscuits."
Trend Themes
1. Fruit-flavored Snacks - There is an opportunity to create more flavor combinations using traditional fruit flavors and other unique ones
2. Indulgent Snacks - The trend of indulgent snacks is here to stay and there is an opportunity to offer more upscale and premium options
3. Younger Demographic Preferences - Brands can focus on offering more trend-led and unique flavor variations to cater to younger consumers
Industry Implications
1. Snack Foods - Snack food companies can focus on creating more fruit-flavored and indulgent snacks to satisfy consumers increasing interest in these product areas
2. Confectionery - As indulgent snacks rise as a trend in the food industry, there is an opportunity for confectionery companies to expand their product lines to offer more chocolate and fruit combination options
3. Baked Goods - Baked good companies can focus on offering more unique and trend-led flavors in their products to cater to younger consumers and those looking for indulgent treats
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