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Pladis expands McVitie’s V.I.Bs range with Chocolate Cherry variety

Supplier says V.I.Bs over-index with younger shoppers seeking new flavours

mcvitie's chocolate cherry vib

Pladis is expanding its premium McVitie’s V.I.Bs biscuit range with the launch of a new Indulgent Chocolate Cherry flavour.

The new flavour will be available to convenience and wholesale from July, at an RRP of £1.79, following an initial launch in Tesco on 28 June.

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Its packaging will also be recyclable through Pladis’ partnership with Terracycle.

The supplier is hoping that the new flavour will help the brand, which is worth £9.9m, drive sales among younger shoppers, who it says are looking for new flavours.

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“Since launch, McVitie’s V.I.Bs have had a key role in welcoming new shoppers – particularly younger shoppers – to the McVitie’s brand,” said Emma Stowers, McVitie’s marketing director at Pladis UK. “In Fact, McVitie’s V.I.Bs over-index with under-45s compared with the Everyday Treats subsector as a whole.

“In part, this is because, when it comes to sweet baked goods, almost three-quarters (74%) of shoppers between the ages of 16-34 are looking for more flavour innovation. This means we’re always assessing how we can help retailers boost biscuit sales through trend-led flavour variations of our bestselling biscuits.

“What’s more, cherry-flavoured products are hot property at the moment – and NPD incorporating this flavour grew by 23% over the past year.”

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