McVitie’s expands cake range with introduction of two new larger-format loaf cakes


pladis, the global snacking company behind some of the UK’s most loved and iconic brands is expanding its bestselling McVitie’s Cake range with the introduction of two new larger-format loaf cakes. 

McVitie’s Loaf Cakes will initially be available in two variants; Zingy Lemon (238g) and Sticky Toffee (200g) and will be rolling out in the convenience channel from mid-May.

Enough for the whole family, the soft and moreish loaf cakes are perfect enjoyed with a cuppa – or easy to turn into a cost-effective dessert. Each variant contains a serving suggestion on pack to inspire shoppers with a perfect pairing. 

The latest product launch for McVitie’s Cakes comes amidst a strong category performance. Now worth £259 million, sharing cakes are growing 8.2% , while McVitie’s sharing cakes were purchased by 3.7 million household in the past 12 months.

As shopping habits change due to the coronavirus pandemic, cakes have confirmed their place as a shopping basket essential for many British consumers. 

“The current circumstances mean shoppers have been spending far more time than usual in their own homes. This has led to households of all shapes and sizes making more of mealtimes – whether that’s swapping a pre-made sandwich for beans on toast, cooking the evening meal from scratch, or indulging in a post-meal pudding,” says Claire Hooper, head of marketing at McVitie’s Cake Company, pladis UK&I. 

“McVitie’s sharing cakes provide an opportunity for families or households to sit down, either with a cup of tea or as part of an extended mealtime occasion, and enjoy time together – and the recent surge in popularity for McVitie’s wholecakes, which have grown by 54% in the latest four weeks, suggests shoppers are doing exactly that. 

“During times of uncertainty shoppers tend to seek out sweet treats. We also know that more people than ever are relying on their local convenience stores, so it’s crucial that retailers ensure they stock up on familiar, leading brands like McVitie’s to drive sales in the cake aisle. 

“We’re confident the latest great-value additions to our range will prove a hit with shoppers now and in the months to come,” adds Hooper. 

Other sharing cakes in the line-up include McVitie’s Jamaica Ginger Cake, the number one branded wholecake, worth £7.3M and McVitie’s Original Lyle’s Golden Syrup Cake.

McVitie’s Loaf Cakes in Zingy Lemon and Sticky Toffee will be available in price-marked packs at an RRP of £1 from May 2020. An additional variant, Rich Chocolate, will join the range later this year.