McVities Cake Company (MCC) has teamed up with Twix to launch the popular brand into the Cake category with its new Twix Caramel Slices. Available to buy from April, the new offering from MCC will provide retailers with an excellent opportunity to capitalise on the massive demand for the iconic brand and drive sales.
The new Twix Caramel Slices are made up of a shortcake base with a layer of smooth caramel, topped with delicious milk chocolate and will be available in packs of six at a MRRP of £1.49. With a loyal consumer following for over 40 years and a brand value of £70m , the Twix brand will drive growth into the Slices sector, which is currently worth £138m , and increase sales for retailers.
The launch of Twix Caramel Slices will be supported by trade and consumer initiatives including advertising support and PR promotions. Retailers should make sure they are fully stocked to take advantage of the huge sales potential generated by the launch of this iconic brand into the Cake category.
Mike Benton, Marketing Controller at McVitie’s Cake Company, comments: “This is the first time the Twix brand has entered into the Cake category and is a huge launch for us. With a younger range of consumers buying into the Twix brand than the current Slice segment and with incredibly high brand awareness in the UK, Twix Caramel Slices will drive incremental sales for retailers by attracting more consumers into the Slices category.”
Source: UB
