Pladis clarifies US McVitie's plans - Just Food
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Pladis clarifies US McVitie’s plans

01 Jun 2017

Pladis, the international snacks arm of Turkish group Yildiz Holding, has made clear it plans to expand the distribution of McVitie's Digestives in the US and roll out sweet biscuits from the range into the market.

Pladis clarifies US McVitie’s plans

Pladis, the international snacks arm of Turkish group Yildiz Holding, has made clear it plans to expand the distribution of McVitie’s Digestives in the US and roll out sweet biscuits from the range into the market.

The company had announced plans to launch its UK biscuits brand McVitie’s in the US next year but, after enquiries from just-food, said it already exports the Digestives line to the country.

“McVitie’s Digestives are already being exported to the US and we intend to increase these exports and add other sweet biscuit brands under the McVitie’s banner,” Pladis told just-food.

Pladis last week showcased two McVitie’s products – Hobnobs and milk chocolate Digestives – at the Sweets & Snacks Expo trade show in Chicago.

The company said efforts to grow the presence of McVitie’s would be part of its plans to expand its business in the US. The company is looking to expand its North American chocolate brands, Turtles and Flipz this year, with more products launched and packaging revised.

Without disclosing figures, Pladis said it “grew quickly” in North America during the second half of 2016.

Pladis predicts its sales in the US will account for around a fifth of the division’s market growth in the next two years – predominantly through “premium chocolate”.