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Pladis is extending the reach of one of the UK’s most recognisable biscuit brands with the launch of McVitie’s Penguin Bites, making the brand’s first move into savoury snacking.

Rolling out to major grocery retailers from the week commencing 15 June, the new product aims to capitalise on growing demand for family-friendly sharing snacks and permissible non-HFSS options, while leveraging the strong brand equity of the nearly 100 year old Penguin franchise. .

Asli Ozen Turhan, chief marketing officer at Pladis UK&I, said: “As the rise in family savoury snacking continues apace, alongside the increased growth in snacks suitable for sharing occasions, we’re pleased to meet these consumer needs alongside the demand for permissible, non-HFSS snacks with the launch of this baked savoury innovation.”

The company believes Penguin’s strong consumer recognition provides a solid platform for category expansion and that the launch forms part of a broader vision for the iconic character.

Turhan continued: “We are very excited to move McVitie’s and Penguin, traditional sweet snacking icons, into savoury snacking for the first time.”

Available in Cheese, Salt & Vinegar and Lightly Salted variants, Penguin Bites are small penguin-shaped bakery savoury snacks presented in 125g sharing boxes designed to stand out within the savoury biscuit fixture. The products will cost £2