Indulging in a piece of cake during a weeknight is something more consumers are warming up to the idea of when craving a sweet treat, which is something the McVitie’s Moments Brownies are being launched to help with.
The treats come in two flavor options including Creamy White Choc and Double Choc Fudge, which both come in packs of five individually wrapped servings. This makes them ideal for consumers in need of a sweet treat without having to purchase larger servings that could lead to overindulgence.
Head of Marketing - Cake at Pladis UK&I Claire Hooper spoke on the new McVitie’s Moments Brownies saying, "Historically, cake has under-indexed against the evening consumption occasion, where consumers often want a little reward or indulgence at the end of the day. However, indulgence is a key trend in the category and growing numbers of shoppers now tuck into cake during typically indulgent moments – whether that’s as an evening treat or a during moment of ‘me-time’. Our individually packaged Cake Bars are already a winning proposition, but we’ve spotted an opportunity to help retailers drive incremental sales by upping the indulgence factor and adding a touch of chocolate-smothered luxury to our bestselling portfolio with this unique new proposition. Providing an opportunity to access currently untapped consumption moments, McVitie’s Moments Brownies is a market-first, which we see as retailers’ ticket to maximizing sales in the cake category."
Cake-Inspired Cookie Treats
The McVitie’s Moments Brownies Come in Two Flavor Options
Trend Themes
1. Indulgent Cake Treats - Consumers are craving indulging cake treats as an evening or me-time reward to break away from ordinary routines.
2. Convenient Dessert Packaging - Individually wrapped servings of treats are becoming popular to avoid overindulgence, especially upon consuming smaller portions.
3. Innovative Dessert Portfolio - Adding a chocolate-smothered luxury to bestselling dessert portfolios can help drive incremental sales and increase the indulgence factor.
Industry Implications
1. Bakery - Bakery businesses can expand their dessert portfolio and maximize sales by introducing indulgent and convenient cake treats.
2. Packaging - This trend creates an opportunity for packaging companies to design and manufacture individually wrapped dessert servings and sustainable packaging solutions.
3. Retail - Retailers can employ innovative dessert products such as the McVitie’s Moments Brownies for increasing cake category sales by providing a unique proposition of chocolate-smothered luxury with convenient packaging options.