PICKS OF THE WEEK: PRODUCT OF THE WEEK

NPD AND MEDIA: VERY IMPORTANT BISCUITS

MCVITIE’S GIVES BISCUITS THE V.I.B. TREATMENT

MCVITIE’S IS ENCOURAGING SHOPPERS TO TRADE UP WHEN THEY’RE BUYING THEIREVERYDAY TREATS WITH THE LAUNCH OF A RANGE OF LUXURIOUS VERY IMPORTANTBISCUITS.

Pladis has launched a range of McVitie’s V.I.Bs - Very Important Biscuits - to encourage shoppers to trade up when they’re making their everyday treat purchases.

The V.I.Bs are available in three flavours in 250g packs: Classic Caramel Bliss, Heavenly Chocolate Hazelnut and Luscious Blood Orange.

V.I.BS CLASSIC CARAMEL BLISS

The ultimate combination of golden baked biscuit, topped with a generous layer of delicious chewy caramel and finished off with a thick coating of McVitie’s iconic silky-smooth milk chocolate.

V.I.BS LUSCIOUS BLOOD ORANGE FLAVOUR

A generous layer of Luscious Blood Orange flavour chewy caramel is at the heart of this golden baked biscuit, finished off with a thick coating of McVitie’s iconic silky-smooth milk chocolate.

V.I.BS HEAVENLY CHOCOLATE HAZELNUT FLAVOUR

A generous layer of Heavenly Chocolate Hazelnut flavour chewy caramel is at the heart of this golden baked biscuit, finished off with a thick coating of McVitie’s iconic silky-smooth milk chocolate.

“We’re seeing a huge opportunity to encourage shoppers looking to make snacktime a little bit special to trade-up, but at present, shoppers on the look-out for special biscuits are likely to have to spend up to 200% more than they do on everyday treats, so we’re setting the RSP for VIBs very competitively, providing even more incentive to trade-up at the same time as making them affordable enough to enjoy on a regular basis, whilst still feeling premium,” says Emma Stowers, Brand Director for McVitie’s at pladis UK&I.

The launch is being supported with a ‘Very Important Biscuits, Very Hard To Describe’ social media campaign.

RSP: £1.79