Pladis adds brownie variants to McVitie’s Cake Bar range

The duo is available in Double Choc Fudge and Creamy White Choc flavours in packs of five, retailing at £1.85.

The brand said cake bars continue to drive growth for the pre-packaged cake category – 24% in the last two years.

Claire Hooper, head of marketing for cake at Pladis, said: “Historically, cake has under-indexed against the evening consumption occasion, where consumers often want a little reward or indulgence at the end of the day.

“However, indulgence is a key trend in the category and growing numbers of shoppers now tuck into cake during typically indulgent moments – whether that’s as an evening treat or a during moment of ‘me-time’.

“Our individually packaged cake bars are already a winning proposition, but we’ve spotted an opportunity to help retailers drive incremental sales by upping the indulgence factor and adding a touch of chocolate-smothered luxury to our bestselling portfolio with this unique new proposition.”