Pladis is hoping to take a bigger bite out of the biscuit gifting market with the launch of its debut year-round gifting range. Launching under the McVitie’s Victoria sub-brand, the two-strong range comprises McVitie’s Victoria Chocolate Orange Dreams and McVitie’s Victoria Chocolate Creations Gifting Pack.
By popular demand – and much like Quality Street’s Purple One – McVitie’s Victoria Chocolate Orange Dreams makes the leap from McVitie’s Victoria Assortment to take centre stage in a gifting box of its very own, offering eight crunchy chocolate biscuits filled with orange-flavoured cream and fully enrobed in rich, dark chocolate.
Meanwhile, McVitie’s Victoria Chocolate Creations Gifting Pack contains a mini assortment of the brand’s most luxurious biscuits. The box is home to six velvety milk, white and dark chocolate-coated crunchy biscuits. Packs come with three on-pack messages to choose from: ‘Thank You,’ ‘Enjoy’ and ‘You’re Great’.
Both RSP at £2 and the launches come as biscuit gifting is growing at 25% year on year.
“Seasonal biscuit gifting has long been popular, but there’s a huge, relatively untapped, £42m-plus opportunity for biscuit gifts which hit the mark all year long,” said James King, Marketing Director – McVitie’s at pladis UK&I. “And, amidst the cost-of-living crisis, this shows no sign of stopping with shoppers increasingly seeking out thoughtful, indulgent gifts that won’t break the budget.
“As the leading premium biscuit assortment brand, McVitie’s Victoria is at the helm of this. Our existing seasonal range is already proving hugely popular – but we’re looking to turn things up a notch and drive further value into biscuit gifting by enticing Brits with a new range of ultra-premium, decadent gifting selections which feature some of our shopper-favourite biscuits.”
Both products are available in Sainsbury’s stores now and will roll out more widely across major retailers – plus the convenience and wholesale channels – from January 2024.