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Kennedy's Bakery Production Magazine | July 18, 2019

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McVitie’s among top five UK brands

McVitie’s among top five UK brands

McVitie’s has been listed in the top five most chosen brands in Kantar Worldpanel’s 2018 UK Brand Footprint ranking, holding fourth place, ahead of Walker’s, Coca-Cola and Cadbury.

The report revealed McVitie’s, owned by global snacking company, pladis, was purchased 291 million times from supermarket shelves in 2018, which represents a 3% increase from 2017, making it one of the fastest CRP growers in the top 10 list.

Now in its sixth year, Kantar’s Brand Footprint measures Consumer Reach Points to identify the everyday grocery brands chosen by the majority of shoppers, most often.

McVitie’s growth in the ranking is thanks, in part, to successful new product launches, pladis states - including McVitie’s Digestives Thins, which holds the title of the Biggest Sweet Launch since 2010 with sales worth £17m to date.

In pladis’s recently-released third annual Biscuit Review, it was revealed the company’s share of the sweet biscuits category was up by 2.6%, buoyed by sales of McVitie’s. pladis remains the UK’s number one biscuits manufacturer with an impressive +22% of the UK market, worth £550m.

James Turton, general manager of the McVitie’s Business Unit at pladis UK & Ireland, says: “McVitie’s has been baking biscuits for consumers for 125 years in the UK, and we’re delighted that so many shoppers continue to choose our snacks in supermarket aisles. As the number one brand in the category, we’re committed to ensuring that McVitie’s remains relevant to today’s ever changing consumers, through both, our loved-brands and our new innovation.”