Pladis gives biscuit aisle the VIB treatment

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Pladis has launched McVitie’s Very Important Biscuits or VIBs to encourage shoppers to trade-up when making their ‘everyday treat’ purchases.

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The VIBs are available in a trio of flavours: Classic Caramel Bliss, Heavenly Chocolate Hazelnut and Luscious Blood Orange. Each biscuit has been golden baked, topped with a layer of caramel, and finished off with a coating of McVitie’s’ smooth milk chocolate.

Emma Stowers, brand director for McVitie’s at Pladis UK&I says is McVitie’s, said: “We’re seeing a huge opportunity to encourage shoppers looking to make snack-time a little bit special to trade-up, but at present, shoppers on the look-out for special biscuits are likely to have to spend up to 200% more than they do on everyday treats, so we’re setting the RRP for VIBs very competitively, providing even more incentive to trade-up at the same time as making them affordable enough to enjoy on a regular basis, whilst still feeling premium.

“We’re confident that the VIBs will be well received because, in trial, more than a third (35%) of testers said that they would definitely buy them – and the three flavours that rated highest during trialling were selected for release.

“We’re aiming high with this launch. Our vision is for it to become a bestselling range in the biscuit aisle within its first few years on shelves, and we will be supporting it with PR and social activity, OOH advertising, digital and radio, as well as shopper marketing.”

The launch will also be supported with a ‘Very Important Biscuits, Very Hard To Describe’ social media campaign.

The 250g packs, which have an RRP of £1.79, will be rolling out to selected independent retailers from the end of August.