McVitie’s launch on-trend cherry flavour biscuit to entice younger consumers

This new, on-trend variant joins the existing McVitie’s V.I.Bs line-up – Classic Caramel Bliss, Heavenly Chocolate Hazelnut and Luscious Blood Orange – and will help retailers drive incremental sales and frequency of purchase, particularly among younger shoppers, said pladis.

Each digestive biscuit has been golden-baked to perfection, coated in a layer of delicious chocolate cherry flavoured chewy caramel and topped with a lavish coating of McVitie’s iconic milk chocolate.

“We’re encouraging shoppers to enjoy some much-needed me time with a cup of tea and a biscuit that’s a permissible indulgence​,” said Emma Stowers, McVitie’s Marketing Director at pladis UK. “Our McVitie’s V.I.Bs are already encouraging ‘everyday treat’ shoppers nationwide to trade-up and treat themselves, whilst helping retailers boost revenue in the process.​

Stowers said that since the launch, McVitie’s V.I.Bs have had a key role in welcoming younger shoppers to the brand.

“In part, this is because when it comes to sweet baked goods, almost three-quarters (74%) of shoppers between the ages of 16-34 are looking for more flavour innovation. This means we’re always assessing how we can help retailers boost biscuit sales through trend-led flavour variations of our bestselling biscuits​. What’s more, cherry flavoured products are hot property at the moment – and NPD incorporating this flavour grew by +23% over the past year​ .“

McVitie’s Indulgent Chocolate Cherry V.I.Bs are available in Tesco at an RRP of £1.79. Further roll-out into other major retailers – as well as in the convenience and wholesale channels – will follow throughout the summer.