McVitie’s has continued its prolific innovation push, unveiling a spin-off for its Club biscuit brand.
Club Layers Orange (rsp: 89p/39g), which will sit in the confectionery aisle, combines layers of wafer with an orange-flavoured cream filling, coated in thick milk chocolate.
It will launch on 30 June and be exclusive to Spar for three weeks.
The NPD was intended to help “recruit new and younger consumers” to the brand, said Club brand manager Olivia Haley.
“We’re thrilled that McVitie’s Club Layers Orange will debut in Spar on a first-to-market basis,” Haley said.
“Spar’s impulse customer base makes it a strong fit for this single chocolate bar, and we know Spar provides fantastic marketing support for NPD right across its estate, providing great exposure for brands.”
Club Layers Orange joins a raft of recent launches by McVitie’s. Earlier this month, it unveiled two limited-edition launches, Hot Honey Jaffa Cakes and Pink Digestives, plus a permanent extension to Hobnobs: Oaty Cookies.
Boasting a “wholesome, home-made look and feel and a chewy texture”, Oaty Cookies (rsp: £1.75/155g) have launched in Morrisons in Milk Chocolate and Dark Chocolate and will roll out more widely at the end of summer.
They filled “a clear gap in the cookies market for a differentiated eating experience” claimed Hobnobs brand manager Eléonore de Saint Périer.
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