UK biscuit maker McVities, part of United Biscuits, is spending GBP27m (US$53.6m) on a redesign of its impulse snack cakes range.
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The ten-product portfolio of muffins, flapjacks and slices, will be promoted under the “Good Food, Fast!” McVitie’s banner.
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 allow consumers to see the product inside.
Graham Parry, commercial director for McVitie’s Cake Company, said: “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.
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By GlobalData“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 RRPs of between GBP0.69 and GBP0.83 and are supplied in shelf-ready display cases of 12 or 24 units.
