Talking Retail Grocery and product news for independent retailers
The variant will roll-out into convenience stores from July with an RRP of £1.79, joining the existing line-up of Classic Caramel Bliss, Heavenly Chocolate Hazelnut and Luscious Blood Orange.
It features a digestive biscuit coated in a layer of chocolate and cherry-flavoured caramel and enrobed in milk chocolate.
The launch aims to drive incremental sales and frequency of purchase, “particularly amongst younger shoppers”.
Emma Stowers, McVitie’s marketing director at Pladis, said: “Since launch, McVitie’s V.I.Bs have had a key role in welcoming new shoppers – particularly younger shoppers – to the McVitie’s brand. In fact, McVitie’s V.I.Bs over-index with under-45-year-olds compared with ‘everyday treats’ sub-sector as a whole.
“In part, this is because, when it comes to sweet baked goods, almost three-quarters (74%) of shoppers between the ages of 16- and 34 are looking for more flavour innovation.
“This means we are always assessing how we can help retailers boost biscuit sales through trend-led flavour variations of our bestselling biscuits.
“Cherry flavoured products are hot property at the moment – and new products incorporating this flavour grew by 23% over the past year.”
