pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is ramping up its offering in the special treats sub-category of biscuits with first-to-market innovation in the form of McVitie’s Blissfuls. 

Comprised of an expertly baked McVitie’s biscuit, encasing a melt in the mouth Belgian milk chocolate cream centre – flavoured with either hazelnut or caramel – then topped with a crunchy and golden baked biscuit lid, McVitie’s Blissfuls promise a decadent new snacking experience. 

The latest trailblazing treat from Britain’s biggest biscuit brand1 will be available in a 228g sharing pouch. Recognising the important role biscuits play in social connection, this format will also enhance relevance for sweet biscuits during the evening snacking occasion. 

Complete with a 360° marketing campaign targeting younger adults, McVitie’s Blissfuls will help retailers unlock incremental sales by both extending the brand’s appeal to new consumers and increasing its relevance at new times of the day. 

What’s more, thanks to the legion of loyal McVitie’s shoppers ready to trade-up and try something new, the premium positioning of McVitie’s Blissfuls is primed to support category value growth.


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