McVitie's sharing tub, Hobnobs Mini Milk Choc Teacakes

Pladis has unveiled a three-strong cake bites range from McVitie’s, as the brand attempts to recover from a 4.6% value sales drop in its cake portfolio.

The NPD comes in three variants packed in a sharing tub format: Digestives Mini Milk Choc Tiffin, Caramel Crispies, and Hobnobs Mini Milk Choc Teacakes (rsp: £2.50/320g).

Expected by McVitie’s to generate £5m in its first 12 months, the new lineup lands on shelf as the brand’s cakes options are worth £34.9m in a category that has slipped 4% in value dues to last year’s Indian summer and ongoing shopper concerns about sugar [Nielsen 52 w/e 8 October 2017].

Nevertheless, value could be added through the “phenomenon” of mini cakes that was “increasingly popular” with consumers, said Claire Hooper, marketing manager at McVitie’s, which had a “continued commitment to growing the sharing sector”.

She added: “We’re confident shoppers will respond well to this latest addition.”