25 Jul 2008


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McVitie's Cakes relaunches muffins, flapjacks and slices

McVitie's

bread and baked goods

Source : United Biscuits UK
McVitie's Cake Company, part of UBUK and the No. 1 manufacturer in the £27m Impulse Snack Cakes sector, is relaunching a 10-product range of muffins, flapjacks and slices to help continue its six-year record of continued growth.

The re-design will reposition the products as tasty and convenient snacks that are baked from high-quality, wholesome ingredients, and will be supported under the “Good Food, Fast!” baked by McVitie's banner.

A contemporary new design

In store from August, the new look packaging features a clean, contemporary design that incorporates clear front of pack communication of appropriate claims including “Source of fibre”, “No hydrogenated vegetable oils” and “No artificial colours or flavours” – in line with growing consumer interest in health and well-being.

New on-pack photography of key product ingredients (such as fruit and oats) supports the “good food” credentials of the range and most products feature a clear window to showcase the quality of the baked product inside.

All packs feature a central banner in the original pack colour scheme to aid consumer recognition and ensure an eye-catching and colourful range display.

No.1 in all 3 Impulse Snack Cake Sectors

McVitie's Cake Company is the number 1 selling brand in the top three sectors of the Impulse Snack Cakes category: Flapjacks, Muffins and Slices. This means retailers are guaranteed top sellers if they stock McVitie's lines!

Graham Parry, Commercial Director for McVitie's Cake Company, comments: “Our research has shown that consumers perceive impulse cake products to be more 'natural' or better for them than other competing snacks.

“Our new look range aims to capitalise on this insight and help draw attention to the wholesome ingredients used in our products. With shelf-ready display cases and a host of support materials boasting the same new striking look, we are confident that our range will appeal to consumers and help retailers to maximise their sales and profit opportunities.”

Products in the range have MRRPs of between 69p and 83p and are supplied in shelf ready display cases of 12 or 24 units.