Pladis has launched McVitie’s Granola Oat Bakes – aimed at “making snack time healthier”.
Promising 35% less sugar than the average oat biscuit, the two variants, Dark Chocolate & Almond and Cranberry (rsp: £1.89/140g), contain up to 16.7g of sugar per 100g. By comparison, original McVitie’s Hobnobs have 25.5g.
Granola Oat Bakes came in response to low sugar being “the top feature consumers look for in a healthier snack”, Pladis said.
“This, coupled with the fact that healthier biscuits is the largest and fastest-growing sector in sweet biscuits indicates the launch will be welcomed by UK shoppers.”
McVitie’s brand director Emma Stowers added: “We’ve developed a range which ticks both the taste and health boxes.”
The on-pack health claims were “as easy as possible for consumers to interpret” – because 41% found it hard to work out which snacks were actually better for them.
Granola Oat Bakes are rolling out now to Asda, with further listings by leading grocers to follow. The new biscuits are just the latest in a raft of innovation in 2019 from McVitie’s – which has added the likes of Jaffa Cakes Pineapple Cake Bars and Digestives Twists.
The brand, which this summer will celebrate its 180th anniversary, is aiming to drive an increase in regular purchases after seeing its value slip last year in grocery by 5.5% to £450.7m [Nielsen 52 w/e 29 December 2018].
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