pladis gives biscuit aisle the V.I.B. treatment with the launch of McVitie’s Very Important Biscuits


pladis, the global snacking company behind some of the UK’s most iconic brands, is giving its £151 million Everyday Treats portfolio the A-list treatment with the launch of McVitie’s Very Important Biscuits, or “V.I.B.”s.

The V.I.B.s are available in a trio of flavours – Classic Caramel Bliss, Heavenly Chocolate Hazelnut and Luscious Blood Orange. Each biscuit has been “golden baked to perfection, topped with a generous layer of delicious chewy caramel and finished off with a thick coating” of smooth milk chocolate.

The range, which Emma Stowers, Brand Director for McVitie’s at pladis UK&I, says is McVitie’s “finest biscuit to date”, will enable retailers to drive incremental sales, including from younger shoppers, by encouraging trade-up among those making their “everyday treat” purchases.

“We’re seeing a huge opportunity to encourage shoppers looking to make snack-time a little bit special to trade-up,” Stowers continues. “But at present, shoppers on the look-out for special biscuits are likely to have to spend up to 200 per cent more than they do on everyday treats, so  we’re setting the RRP for V.I.Bs very competitively, providing even more incentive to trade-up at the same time as making them affordable enough to enjoy on a regular basis, whilst still feeling premium.

“We’re confident that the V.I.Bs will be well received because, in trial, more than a third (35 per cent) of testers said that they would definitely buy them – and the three flavours that rated highest during trialling were selected for release.

“We’re aiming high with this launch. Our vision is for it to become a bestselling range in the biscuit aisle within its first few years on shelves, and we will be supporting it with PR and social activity, OOH advertising, digital and radio, as well as shopper marketing.”

McVitie’s V.I.Bs will be kicking off across social media with a “Very Important Biscuits, Very Hard To Describe” campaign, whereby shoppers will be encouraged to describe the biscuits on their social channels.

The McVitie’s Very Important Biscuits will be launching in Asda from 12th July at an RRP of £1.79. Further roll-out into other major retailers – as well as selected independent retailers – will follow from the end of August. The 250g packs will be recyclable through pladis’ partnership with Terracycle (