pladis Introduces New Hazelnut Flavor to Hobnobs Nibbles Range

pladis has launched a new Hazelnut flavor as part of the McVitie’s Hobnobs Nibbles range.

Available to convenience, grocery and wholesalers, McVitie’s Hazelnut Hobnobs Nibbles are the latest variant in the range, which is now worth GBP15m and has grown by 3% in value and 7% in volume year-on-year, according to Nielsen Data.

The new flavor joins the existing range including Digestives Nibbles Milk Chocolate, Dark Chocolate, Caramel, and Milk Chocolate Orange, as well as Hobnobs Nibbles Milk Chocolate.

McVitie’s Nibbles make up 85% of all biscuit pouch products, and the new flavor addition taps into a growing demand for nut-flavored products, which is expected to continue to grow over the next five years. The Digestives and Hobnobs Nibbles range is ideally suited for evening sharing, an occasion that is trending amongst the younger demographic, according to the company.

Kerry Owens, pladis UK marketing director, sweet biscuits, commented: “Our McVitie’s Nibbles range has performed exceptionally well over the last year, in part due to the increasing popularity of the evening sharing occasion. We’ve added Hazelnut to the Hobnobs Nibbles range, as nut-flavored products are in high demand and trend forecasts show it will continue to grow over the next five years.”

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