pladis launches new range of portion-controlled biscuit snack packs

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is building on the long-established success of its family favourite McVitie’s Penguin brand as it launches a new range of portion-controlled biscuit snack packs: Penguin & Friends.

Featuring a selection of mini, crunchy Antarctic-themed biscuits including penguin, igloo and fish shapes, McVitie’s Penguin & Friends will be launching in two tried-and-tested flavours – Cocoa and Cocoa & Orange – in a bid to inject further growth into the popular Family Treats segment, now worth £547M (+19%)1.

McVitie’s Penguin is a snack cupboard-staple for 1 in 5 UK households – a figure which is climbing in tandem with the brand’s exceptional growth (+33%)2. Coming in at just 90 kcals per individual pack, McVitie’s Penguin & Friends will further extend the brand’s appeal among family shoppers seeking a permissible sweet treat.

“Our McVitie’s Penguin brand is best known for bringing humour and playful Penguin fun to afternoon snacking, and our products have always been seen to bring a touch of chocolatey indulgence to the table,” says Adam Woolf, Marketing Director – McVitie’s at pladis UK&I. “Now, with a greater number of shoppers looking for affordable, permissible treats, we’re extending our offering with a range of mini snack packs that are lower in calories and free from artificial colours and flavours.

“But we know that taste is very much the number one priority when it comes to Sweet Biscuits,” Woolf continues. “Good news is, Penguin & Friends has already received glowing reviews in our pre-launch research.

“Tasty, portable and pre-portioned, Penguin & Friends is the perfect choice for shoppers looking for a little treat that’s ready to be enjoyed, whilst ensuring snack time is packed full of the flavour McVitie’s Penguin has long been loved for.”

The launch comes as McVitie’s Penguin continues to leverage its partnership with ZSL London Zoo, whereby the snacking sensation is helping to fund the ZSL’s vital conservation work. As well as an on-pack design which features fun facts from the zoo’s penguin keepers, the partnership will be further brought to life via shopper, PR and social activations in H2.

McVitie’s Penguin & Friends is available in multipacks of 5x20g at an everyday low price point (RRP: £1). Already available in Discounters, the new range will be rolling out across all major retailers from June.