McVitie’s and Mars unite to slice up Twix

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.