McVitie's veteran biscuit brand Penguin is to spread its wings into the cake category next month with the launch of mini rolls and mini roll bites.
The sweet snacks specialist plans to back its new offerings with a £5m marketing campaign that includes TV ads, online activity, sampling and press ads.
The newcomers follow last year's debut of McVitie's Jaffa Cakes brand in the Cadbury-dominated mini rolls sector and come two months after Chukka and Splatz joined the Penguin biscuit portfolio.
The company predicted that combined sales of the new chocolate-covered sponge roll formats, which feature Penguin's signature chocolate cream filling, would reach £4m in the first year. The mini rolls retail at £1.89 for a pack of 10, while bites are £1.99 for a 15-roll carton.