McVitie's Cake Company has given its impulse cakes menu a makeover, which includes a 35% cut in saturated fat for its flapjacks.

The entire impulse cakes portfolio of muffins, slices and flapjacks is hitting shelves now in packs with brighter colours and bigger transparent windows to enable consumers to see more of the product.

On top of a 35% cut in satfat, the flapjacks range has been repackaged in "confectionery-style" packs, aligning them more closely with cereal bars to make them more appealing as an on-the-go option.