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Pladis is venturing into the confectionery market with the introduction of McVitie’s Club Layers Orange. This marks the first time the well-established McVitie’s Club brand will be available in the confectionery sector, aiming to attract a younger consumer demographic.

The McVitie’s Club Layers Orange features a thick milk chocolate coating, complemented by an orange-flavoured cream filling and multiple layers of crisp wafer. Initially, the product will be available exclusively at Spar locations for a three-week period before a broader rollout to wholesale depots, convenience stores, and multiple retailers in July.

According to Olivia Haley, brand manager for Pladis UK&I, the McVitie’s Club brand is valued at £32 million. The decision to expand into confectionery is strategic, targeting the growing demand for on-the-go snacks among younger consumers.

"Orange is our number one performing McVitie’s Club flavour, and there is currently no Chocolate & Orange single-serve wafer bar in the market," Haley noted, highlighting the product's potential to differentiate itself in a competitive landscape.

Spar UK grocery trading manager Gemma Turner expressed enthusiasm for the exclusive launch, highlighting the collaboration between Spar and Pladis. She said: “This launch is another first for Spar and exemplifies our commitment to supporting independent retailers by introducing must-try new products that drive customer interest and footfall”.

McVitie’s Club Layers Orange is priced at an RRP of 89p and has debuted in Spar stores. The product's entry into the confectionery category not only enhances Pladis's portfolio but also reflects the company's ongoing efforts to innovate and respond to consumer preferences in the snacking sector.