McVitie’s is looking to reinvigorate the cake market with a relaunch of its slices range in new packaging designed to stand out on-shelf.
McVitie’s Caramel Digestive Shortcakes and McVitie’s Chocolate Brownies will join the improved McVitie’s Chocolate Digestive Slices, carrying the new stronger McVitie’s livery.
The relaunch will be supported by sampling and other account specific support designed to drive awareness and trial.
Rebecca Allinson, marketing manager at McVitie’s Cake Company, said: “We are confident that these new slices will deliver incremental sales into the sector and grow the market, with the high impact packaging driving trial, and the products themselves offering consumers an exceptional product at an everyday price point.”
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