pladis launches ‘uber-indulgent’ McVitie’s Moments Brownies

By Anthony Myers

- Last updated on GMT

McVitie’s Moments Brownies. Pic: pladis
McVitie’s Moments Brownies. Pic: pladis

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pladis is expanding its £19m McVitie’s Cake Bar range with the launch of McVitie’s Moments Brownies – the category’s first fully chocolate-enrobed brownies.

Available in Double Choc Fudge and Creamy White Choc flavour variants, McVitie’s Moments Brownies comprise a chocolatey brownie topped with milk chocolate ganache or white chocolate cream and smothered in McVitie’s’ milk chocolate.

Historically, cake has under-indexed against the evening consumption occasion, where consumers often want a little reward or indulgence at the end of the day​,” said Claire Hooper, head of Marketing, Cake at pladis UK&I.

However, indulgence is a key trend in the category and growing numbers of shoppers now tuck into cake during typically indulgent moments – whether that’s as an evening treat or a during moment of ‘me-time’​.”

McVitie’s Moments Brownies are available in a pack of five individually wrapped bars for an RRP of £1.85 across major retailers. Packaging is recyclable through pladis’ partnership with Terracycle.

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