McVitie’s Cakes unveils Halloween range with brand-new products

Global snacking giant pladis has unveiled its 2020 Halloween range from McVitie’s Cakes.

The ‘dead good’ selection comprises five brand-new products with a stand-out sugar skull-themed packaging.

Three new products will be launched under McVitie’s Jaffa Cakes and McVitie’s Digestives. Halloween-exclusive McVitie’s Funny Bones range will have the other two.

“Halloween presents a prime opportunity for retailers to stock novel, seasonal products, which encourage consumers to make impulse purchases,” said Claire Hooper, head of marketing – cake, at pladis UK&I. “Given that cakes are a more impulsive buy than other sweet snacks, it’s undoubtedly an important category for retailers to focus on during the season.”

Hooper added that sales opportunity for cakes is bigger than ever this year due to the ongoing pandemic situation.

“Halloween celebrations are likely to take a different form, with many shoppers swapping parties and trick or treating for watching scary movies or hosting smaller gatherings at home. Cakes are perfectly suited to these at-home occasions, so this presents a unique opportunity for retailers to boost sales in the cake category – and give shoppers a festivereason to celebrate.”

A digital and social media campaign which calls on shoppers to celebrate ‘A Dead Good Night In’ will support the range.

“We’ve enlisted the help of a group of parent celebrity influencers to encourage families to get creative together with some simple Halloween craft activities, which will drive the ‘Halloween at Home’ message and bring the McVitie’s range front-of-mind among shoppers seeking Halloween treats,” Hooper said.

McVitie’s Halloween range:

• McVitie’s Jaffa Cakes Zesty Orangey Cake Bars, 5 individually-wrapped, 24.5g bars, RRP: £1
• McVitie’s Jaffa Cakes Fruity Blackcurrant Cake Bars, 5 individually-wrapped, 24.5g bars, RRP: £1
• McVitie’s Digestives Cinder Toffee Flavour Slices, 5 individually-wrapped, 24.8g bars, RRP: £1
• McVitie’s Funny Bones Chocolate Cake Bars, 8 individually-wrapped, 20.9g bars, RRP: £1
• McVitie’s Funny Bones Sticky Toffee Flavoured Cake, 200g, RRP: £1