McVitie's Mini Croissants, available from next month, consist of two variants, with chocolate or strawberry jam. The products (rsp: £1.19 per pack of seven) can be eaten straight from the pack and can also be oven-heated in five minutes. They will join McVitie's five-year-old Toasting Waffles range on shelf, sales of which rose 46.5% to £5.2m in the past year [TNS 52w/e 22 March].
"McVitie's Mini Croissants offer customers a quick and convenient breakfast option and also work as an all-day snack, or could be included in lunchboxes," said marketing controller Mike Benton.
The launch will be supported with a £300,000 push, including trade press, posters and sampling throughout next month.