Pladis is investing in its ‘everyday treats’ range, worth £151m, with the launch of McVitie’s Very Important Biscuits, also known as V.I.Bs.

The range will be available in Classic Caramel Bliss, Heavenly Chocolate Hazelnut and Luscious Blood Orange varieties, with each biscuit featuring caramel and chocolate, RRP £1.79.

It will be available from Booker, Nisa, Sugro wholesalers, One Stop, Spar and Bestway from August.

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The supplier said it aims to drive sales from younger shoppers by encouraging them to trade up.

Emma Stowers, brand director for McVitie’s at Pladis UK and Ireland, explained: “We’re seeing a huge opportunity to encourage shoppers to trade up.

“But at present, shoppers on the look-out for special biscuits are likely to have to spend up to 200% more than they do on everyday treats, so we’re setting the RRP for V.I.Bs competitively, providing even more incentive to trade-up, but at the same time making them affordable enough to enjoy on a regular basis.”

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She added that it aims to become the bestselling range in the biscuit aisle within its first few years on shelves, and will be supporting the launch with social media campaign, ‘Very important biscuits, very hard to describe’. This will be followed by outdoor, digital and radio advertising.

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