McVitie’s updates packaging to capitalise on trend
New designs for the McVitie’s Cake Company’s range are intended to capitalise on growing consumer trends for wholesome foods.
The brand’s latest packaging will highlight the benefits of ten different products, appealing to modern, health-conscious shoppers, according to Talking Retail.
Claims such as “Source of fibre” and “No artificial colours or flavours” will adorn the packs, in a bid to increase McVitie’s share in the impulse snack cakes category.
Commercial director Graham Parry said: “Our research has shown that consumers perceive impulse cake products to be more ‘natural’ or better for them than other competing snacks.”
The website reports that McVitie’s is already the top-selling brand in the flapjack, muffins and slices sectors, and has continued to grow for the last six years.
United Biscuits, which owns the brand, recently announced the introduction of a range of tortilla Hula Hoops, as it claimed Mexican foods are “enjoying a renaissance”.
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