McVitie's Cake Company has teamed up with Mars to launch Twix branded caramel slices marking the chocolate brand's first foray into cakes.

Twix Caramel Slices, rolling out now, feature a shortcake base with a layer of caramel topped with milk chocolate (£1.49 for six). The Twix name would attract a younger consumer to caramel slices, which currently appealed to older consumers, said McVitie's Cake Company marketing controller Mike Benton.

The NPD is being supported by press and sampling activity.