Global snacking group pladis is “making snack time healthier” with the launch of a line of granola oat bakes under the McVitie’s biscuit brand.
The company said the new biscuits are “packed with the wholesome goodness of oats”. They also contain 35% less sugar than the “average” oat biscuit, are high in fibre and suitable for vegans, pladis said.
The company wants to grow incremental category sales by appealing to consumers seeking healthier snacks.
“There couldn’t be a truer tagline for McVitie’s Granola Oat Bakes than ‘35% less sugar , 100% delicious’,” said Emma Stowers, brand director for McVitie’s. “We’ve developed a range which ticks both the taste and health boxes – allowing us to drive incremental sales among shoppers seeking a healthier afternoon snack, without compromising on taste.”
According to figures from Kantar, healthier biscuits are the fastest growing area of the sweet biscuit category, up 4.5% year-on-year.
“Although we already know that ‘Balance’ is a key snacking driver among British shoppers, research has shown that 41% find it hard to decipher which snacks are ‘good for you’. That’s why we’ve made our on-pack health-claims as easy as possible for consumers to interpret,” Stowers explained.
The range includes two SKUs: dark chocolate and almond & cranberry.
McVitie’s granola oat bakes will be available in 140g packs for an RSP of £1.89. The range will launch in Asda from June, followed by further roll-out across multiple retail.