McVitie’s appears to be readying its first savoury HFSS-compliant product for launch.
Owner Pladis has applied to register “McVitie’s Grain Joy” as a trademark with the Intellectual Property Office under classes 29 and 30, covering crisps and crackers.
When approached by The Grocer, a spokeswoman for the manufacturer said: “We don’t have any news to share at this stage.
“Like all companies, as part of our planning process we trademark brand names from time to time, sometimes speculatively.”
The name ‘Grain Joy’ could point to the development of a product containing higher levels of fibre – a nutrient that contributes positively to a product’s nutrient profiling model score.
McVitie’s’ current portfolio of HFSS-compliant products includes Digestives The Light One (formerly Wholesense Digestives) and Rich Tea The Light One (formerly Delights) and The Cocoa One, all of which are sweet biscuits.
Collectively, these three lines accounted for £11.9m (1.9%) of McVitie’s’ overall retail sales value of £616.1m in the year ending 31 December 2024, according to NIQ data.
Owner Pladis also has a portfolio of savoury HFSS-compliant products, sitting under its Jacob’s brand. It reformulated Jacob’s Crinklys to make them non-HFSS in 2023 and launched compliant Jacob’s Bites in the summer of 2024.
Earlier this month, Pladis set an ambition for 50% of its wheat requirement to be grown using regenerative agriculture practices by the end of 2027.
No comments yet