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Source: Pladis

Pladis has taken its resurgent McVitie’s BN brand into cake, with the launch of Mini Rolls.

Billed as “a light, vanilla sponge filled with a delicious flavoured cream, enrobed in McVitie’s iconic smooth milk chocolate”, the NPD would “propel the popular brand into new occasions and categories”, the supplier said.

Raspberry and Chocolate McVitie’s BN Mini Rolls come in a pack of five, individually wrapped, 35g bars (rsp: £1/285g), each providing 100 calories.

Having rolled into Asda this week, the new treat will be available across the mults, convenience and wholesale from the beginning of February.

It follows Pladis’s relaunch of BN biscuits in January last year, after a four-year hiatus.

The brand had been “one of our biggest success stories in recent years, massively exceeding expectations following our relaunch last year,” said Cassie French, Pladis marketing director for seasonal, cake & kids.

“While we’ve attracted an audience of younger families and reached even more biscuit lovers with BN, there’s an opportunity to scale this with our latest NPD.”

Taking McVitie’s BN into the cake aisle would “appeal further and welcome a new audience of shoppers looking to add a permissible sweet treat to home lunches or midweek meal occasions” she added.

“Mini Rolls are perfect to enjoy as part of a balanced diet, as they offer shoppers a little bit of chocolatey indulgence, without topping the scale when it comes to calories.”