Pladis has launched cake range McVitie’s Moments in an effort to “profoundly shift expectations of the cake category and modernise it for the 21st century consumer”.
Made with Digestives and chocolate, the five variants of individual cakes offered “multi-dimensional textures and flavours, and take inspiration from café culture” according to Pladis.
Cookie Doughlicious, Chocolate Caramelting Flapjacks (rsps: £1.50/9x16g & £1.60/10x16g), Choccy Rocky Road, Salted Caramel Billionaire and Honeycomb Crunch (rsp: £1.60/4x16g) roll out next month to “respond to demand from younger consumers for modern and moreish snacks”.
McVitie’s Moments would be “the biggest innovation in the cake category in 2018” claimed Claire Hooper, Pladis UK & Ireland head of marketing for McVitie’s Cake Company.
“We’re confident the range will bring new excitement and growth to the category as a whole, giving younger consumers a new snacking experience and responding to the demand for smaller but more indulgent snacking moments.”
The launch comes after Brits bought 10.6 million fewer packs of cake from the mults last year [Nielsen 52 w/e 30 December 2017].