McVitie’s one of UK’s most-bought brands

McVitie's Thins range

McVitie’s has been listed in the top five most chosen brands in Kantar Worldpanel’s 2018 UK Brand Footprint ranking, taking fourth place ahead of Walker’s, Coca Cola and Cadbury.

The report revealed McVitie’s, owned by global snacking company pladis, was purchased 291 million times from supermarket shelves in 2018, which represents a three per cent increase from 2017, making it one of the fastest Consumer Reach Point (CRP) growers in the top 10 list.

Now in its sixth year, Kantar’s Brand Footprint measures CRPs to identify the everyday grocery brands chosen by the majority of shoppers, most often.

According to Kantar’s ranking, the top five brands are:

  1. Warburtons
  2. Heinz
  3. Hovis
  4. McVitie’s
  5. Walkers

McVitie’s position is thanks, in part, to highly successful new product launches, including Digestives Thins, which holds the title of the Biggest Sweet Launch since 2010 with sales worth £17m so far.

In pladis’s recently-released third annual Biscuit Review, it was revealed the company’s share of the sweet biscuits category was up by 2.6%, buoyed by sales of McVitie’s. pladis remains the UK’s number one biscuits manufacturer with 22% of the UK market, worth £550m.

James Turton, General Manager of the McVitie’s Business Unit at pladis UK & Ireland, said: “McVitie’s has been baking biscuits for consumers for 125 years in the UK, and we’re delighted that so many shoppers continue to choose our snacks in supermarket aisles. As the number one brand in the category, we’re committed to ensuring that McVitie’s remains relevant to today’s ever-changing consumers, through both, our loved-brands and our new innovation.”