McVitie’s Signature Biscuits Respond to Evening Indulgence Occasions
Michael Hemsworth — July 19, 2024 — Lifestyle
References: mcvities & talkingretail
The McVitie’s Signature biscuits have been unveiled by pladis as a series of indulgent snacking options perfect for consumers to choose as a way to treat themselves in the afternoon or evening.
The biscuits come in two flavors including Caramel Chocolate Rounds and Chocolate Caramel Biscuits, which each other their own distinct snacking experience. The Chocolate Caramel Biscuits start off with a caramel-topped biscuit coated in milk chocolate and finished with a sprinkling of biscuit crumbs, while the Caramel Chocolate Rounds have a caramel-encased biscuit covered in milk chocolate. The products have a suggested price point of £2 per pack to make them an accessible treat option for consumers of all ages.
Marketing Director - McVitie's at pladis UK&I James King commented on the McVitie’s Signature biscuits saying, "Our research shows that shoppers are hungry for more choice and inspiration when it comes to evening snacking. Alongside more indulgent flavours, they’re looking for visually appealing treats and exciting textures, but this isn’t currently being fulfilled when it comes to biscuits. However, as the nation’s favourite and a staple in the biscuit tins of over three quarters of UK households, there’s no brand better to plug this gap and incite change than McVitie’s.
The biscuits come in two flavors including Caramel Chocolate Rounds and Chocolate Caramel Biscuits, which each other their own distinct snacking experience. The Chocolate Caramel Biscuits start off with a caramel-topped biscuit coated in milk chocolate and finished with a sprinkling of biscuit crumbs, while the Caramel Chocolate Rounds have a caramel-encased biscuit covered in milk chocolate. The products have a suggested price point of £2 per pack to make them an accessible treat option for consumers of all ages.
Marketing Director - McVitie's at pladis UK&I James King commented on the McVitie’s Signature biscuits saying, "Our research shows that shoppers are hungry for more choice and inspiration when it comes to evening snacking. Alongside more indulgent flavours, they’re looking for visually appealing treats and exciting textures, but this isn’t currently being fulfilled when it comes to biscuits. However, as the nation’s favourite and a staple in the biscuit tins of over three quarters of UK households, there’s no brand better to plug this gap and incite change than McVitie’s.
Trend Themes
1. Premiumization of Everyday Snacks - The launch of McVitie’s Signature biscuits highlights a shift towards more luxurious and indulgent snacking options for consumers seeking premium experiences even in everyday treats.
2. Consumer Demand for Texture Variety - With their distinct textures and layers, McVitie’s new offerings tap into a rising consumer interest in snacks that provide multi-sensory satisfaction.
3. Evening Snack Rituals - The marketing focus on evening snacking rituals points to an emerging trend of positioning snacks as essential components of daily relaxation and indulgence routines.
Industry Implications
1. Confectionery - The confectionery industry can benefit from exploring more sophisticated flavor profiles and presentation to meet the rising demand for premium snacking experiences.
2. Packaged Food - Opportunities exist within the packaged food industry to innovate with textural diversity and visually appealing product designs, inspired by trends seen in indulgent snacking biscuits.
3. Retail - Retailers can capitalize on the growing evening snack market by curating product ranges that cater to consumers looking for indulgent and premium snack options.
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