Pladis expands McVitie’s range with new Loaf Cakes

Pladis is expanding its range of McVitie’s cakes, with the introduction of two new larger-format loaf options.

McVitie’s Loaf Cakes will initially be available in Zingy Lemon and Sticky Toffee variants, with an additional Rich Chocolate flavour set to join the range later this year.

Pladis says that the ‘soft and moreish’ cakes can be enjoyed with a cup of tea, or when turned into a cost-effective dessert, and each variant features a serving suggestion on the pack to provide consumers with inspiration.

According to figures provided by Pladis, the sharing cakes category is growing at a rate of 8.2% and is currently worth £259 million.

The new Loaf Cakes will join other sharing options in McVitie’s cake line-up, including Jamaica Ginger Cake and Lyle’s Golden Syrup Cake.

“The current circumstances mean shoppers have been spending far more time than usual in their own homes,” said Claire Hooper, head of marketing at McVitie’s Cake Company, Pladis UK&I.

“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.

“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…suggests shoppers are doing exactly that.

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

McVitie’s new Loaf Cakes are rolling out to retailers in the UK this month and will have an RRP of £1.