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McVitie’s launches Granola Oat Bakes

pladis is making snack time healthier with the launch of new McVitie’s Granola Oat Bakes.

The crunchy and crumbly baked biscuits are packed with oats and are available in two  variants: Dark Chocolate & Almond and Cranberry.

With 35% less sugar than the average oat biscuit, the range aims to drive incremental sales among consumers seeking healthier afternoon snacking options. McVitie’s Granola Oat Bakes are also high in fibre, and suitable for vegans.

“There couldn’t be a truer tagline for McVitie’s  Granola Oat Bakes than ‘35% less sugar, 100% delicious’,” said Emma Stowers, brand director for McVitie’s at pladis UK&I. “We’ve developed a range which ticks both the taste and health boxes – allowing us to drive incremental sales among shoppers seeking a healthier afternoon snack, without compromising on taste.”

“Although we already know that ‘Balance’ is a key snacking driver among British shoppers, research has shown that 41% find it hard to decipher which snacks are ‘good for you’. That’s why we’ve made our on-pack health-claims as easy as possible for consumers to interpret,” said Emma.

McVitie’s Granola Oat Bakes will be available in 140g packs for an RSP of £1.89. The range will launch in Asda from June, followed by further roll-out across multiple retailers.

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