McVitie's Cake Company has joined forces with Masterfoods to turn top selling countline Snickers into a flapjack. The two companies are boasting a product debut with their collaboration, with the newcomer becoming the first confectionery branded flapjack on the market. They also claim the dual branding exercise will drive new consumers to the £100m eat now' cake category. Rolling out to stores now, it is foil packed and intended to complement McVitie's existing one stop shop' range of cakes to eat on the go. The new snack's key target market is time-strapped 18 to 44-year-old men and women. David Young, head of marketing at McVitie's Cake Company, said: "Our snacks to go range caters for all consumer needs and eating occasions, whether it be a more indulgent product offering or more mainstream. "Flapjacks have a consistently higher rate of sale versus other sectors and the launch of Snickers Flapjacks adds a new dimension to the market." Young added: "We believe it will grow to become the best performing product in the sector. Its innovation will drive consumer awareness and trial leading to increased retail sales." Rsp: 65p, 65g. {{P&P }}