New look for McVitie’s impulse snack cakes

McVitie’s Cake Company, part of UBUK and the No. 1 manufacturer in the £27m Impulse Snack Cakes sector, has relaunched a ten-product range of muffins, flapjacks and slices to help continue its six-year record of continued growth. The re-design will reposition the products as tasty and convenient snacks that are baked from high quality, wholesome ingredients, and will be supported under the ‘Good Food, Fast!TM‘ banner.
Growing consumer interest
The new look packaging features a clean, contemporary design that incorporates clear front of pack communication of appropriate claims including ‘Source of fibre’, ‘No hydrogenated vegetable oils’ and ‘No artificial colours or flavours’ – in line with growing consumer interest in health and well-being. New on-pack photography of key product ingredients (such as fruit and oats) supports the ‘good food’ credentials of the range, and most products feature a clear window to showcase the quality of the baked product inside.
Graham Parry, Commercial Director for McVitie’s Cake Company, comments: “Our research has shown that consumers perceive impulse cake products to be more ‘natural’ or better for them than other competing snacks. Our new look range aims to capitalise on this insight and help draw attention to the wholesome ingredients used in our products”.