United Biscuits has launched a raft of products to add to its McVitie's cake portfolio.

In response to rising demand for wholegrain products, United Biscuits has developed Wholesense, a line of wholemeal cakes. The range comprises a cranberry and almond and apricot and honey wholegrain cakes, with the 285g loaves retailing for GBP1.79 (US$3.61).

"The launch of the McVitie's Wholesense range will leave the consumer feeling both satisfied but also safe in the knowledge that they have indulged in something that is wholesome," McVitie's commercial director Graham Parry said.

United Biscuits has also announced plans to relaunch its flapjacks line with a new packaging design and a new brand name, Oatjacks. In addition to the re-branding, a new Red Berry and Yoghurt flavoured variant is to be introduced.

McVitie's is also adding two flavours to its Slices range - lemon cheesecake and strawberry shortcake. Both six-slice cartons will have a recommended retail price of GBP1.25.

"The UK's love affair with cakes has continued in the last year, growing by 4%," Parry added.