pladis launches McVitie’s Club into confectionery

• Brand enters confectionery for the first time with new McVitie’s Club Layers Orange
• SPAR exclusive for three weeks before rolling out more widely
• Perfect sku for impulse shopper base – SPAR spokesperson

pladis is taking the famous McVitie’s Club brand into confectionery for the first time with new McVitie’s Club Layers Orange.

McVitie’s Club Layers Orange – a generously coated thick milk chocolate bar with a delicious orange flavoured cream filling and multiple layers of crisp wafer – is available as a SPAR exclusive for three weeks before rolling out more widely.

From biscuits to confectionery

“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,” explains Olivia Haley, Brand Manager, pladis UK&I. “We know that On-The-Go confectionery overtrades among younger consumers, and we also know that Orange is our #1 best performing McVitie’s Club flavour.

“There is currently no Chocolate & Orange single serve wafer bar in market, so we’ll be driving differentiation with the launch of McVitie’s Club Layers Orange, as well as bringing category value by launching such a famous and much-loved name into the confectionery category for the first time.

“We’re thrilled that McVitie’s Club Layers Orange will debut in SPAR on a first-to-market basis. SPAR’s impulse customer base makes it a strong fit for this single chocolate bar, and we know SPAR provides fantastic marketing support for NPD right across its estate, providing great exposure for brands.”

Starting in SPAR

“We are proud to be the first to market with McVitie’s Club Layers Orange, an exciting innovation from pladis that’s exclusively available in SPAR stores for three weeks," said Gemma Turner, SPAR UK Grocery Trading Manager.

“This launch is another first for SPAR and a great example of how we continue to support our independent retailers by bringing must-try new products into stores that give shoppers a reason to visit. Our close working relationship with suppliers like pladis puts SPAR in a unique position to lead on launches like this, and we are confident it will drive interest and footfall across our estate.”