# Indulgent Chocolate Wafer Bars McVitie's Gold Billions Come in a New Signature Flavor By Michael Hemsworth | Published 2025-01-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/mcvities-gold-billions References: [talkingretail](https://www.talkingretail.com/products-news/confectionery/new-mcvities-gold-billions-variant-07-01-2025/) & [pladisglobal](https://www.pladisglobal.com/)  The [McVitie's](https://www.trendhunter.com/trends/mcvities-gold-digestives) Gold Billions range is being expanded by the pladis-owned brand to provide consumers with a new treat option to try out this season. The product consists of crisp wafers paired with a creamy filling along with a golden caramel and chocolate flavor profile to work well for avid fans of the chocolate and hazelnut combination. The treat is positioned as an indulgent treat that can be enjoyed out of the house while on the go and is making its debut in the UK where shoppers can pick it up starting at 79p. Brand Manager, Chocolate Biscuit Bars & Commercial Brands, [pladis UK&I](https://www.trendhunter.com/trends/mcvities-club-bar) Olivia Haley spoke on the new addition to the McVitie's Gold Billions range saying, "We know consumers are increasingly looking for an indulgent treat in on-the-go snacking, and our brand and range strategy is centred around indulgence. In consumer testing, they absolutely loved this bar, which scored a huge 88% intended repurchase rate. The single bar format lends itself to the on-the-go nature of the [Impulse](https://www.trendhunter.com/trends/impulse-buddy) channel, and retailers have been hugely supportive of the new brand launch.” ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 42% | Activity: 43% | Freshness: 33% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **On-the-go Indulgence:** The rise of on-the-go indulgent snacks caters to consumers seeking convenient and luxurious experiences without sacrificing quality. - **Flavor Innovations:** Creative flavor profiles like the combination of golden caramel with chocolate and hazelnut are capturing the excitement of snack enthusiasts. - **Single-serve Treats:** Single-serve format snacks are gaining traction as they align perfectly with the growing demand for convenient consumption in busy lifestyles. ### Where This Applies - **Confectionery:** The confectionery industry is being invigorated by novel flavor combinations that appeal to consumers' desire for unique and premium snacks. - **Convenience Retail:** Convenience stores are capitalizing on personalized and easy-to-carry snack options that suit the fast-paced consumer lifestyle. - **Packaging Solutions:** Innovative packaging designs for single-serve snacks are becoming essential in driving impulse purchases and ensuring product freshness. ## Related on Trend Hunter - [Golden Caramel Digestive Cookies](https://www.trendhunter.com/trends/mcvities-gold-digestives.md) - [Sharing-Focused Biscuit Snacks](https://www.trendhunter.com/trends/mcvities-blissfuls.md) - [Indulgent Snacking Biscuits](https://www.trendhunter.com/trends/mcvities-signature.md) - [Tasty Triple-Chocolate Biscuits](https://www.trendhunter.com/trends/mcvities-seriously-chocolatey-digestives.md) - [Salted Caramel Biscuit Bars](https://www.trendhunter.com/trends/mcvities-club-bar.md) - [Gilded Confectionery Product Ranges](https://www.trendhunter.com/trends/nestl-the-golden-collection.md) - [Gilded Caramel Chocolate Bars](https://www.trendhunter.com/trends/toblerone-golden.md) - [Affordable Bakery-Inspired Biscuits](https://www.trendhunter.com/trends/pladis-mcvities-tartlets.md) - [Biscuit Brand Chocolate Bars](https://www.trendhunter.com/trends/mcvities-club-layers-orange.md)