pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is adding a second variant to its highly popular McVitie’s Gold Billions range – McVitie’s Gold Billions Chocolate & Hazelnut. 

McVitie’s Gold Billions Chocolate & Hazelnut – layers of delicious crisp wafer with a chocolate and hazelnut flavour cream filling coated in golden caramel chocolate – is available as an Impulse channel exclusive for six months from January 2025. 

This launch builds on the phenomenal success of multi-award-winning McVitie’s Gold Billions, which had grown to be a £5m  brand only 18 months after launch. It is the number one on-the-go Sweet Biscuit in Impulse ,” explains Olivia Haley, Brand Manager, Chocolate Biscuit Bars & Commercial Brands, pladis UK&I.

“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 channel, and retailers have been hugely supportive of the new brand launch.”

The McVitie’s Gold Billions core range is being supported with a social and PR campaign in February and March, a first for the brand, as well as instore point-of-sale activation.

McVitie’s Gold Billions Chocolate & Hazelnut (RRP 89p, PMP 79p) is available in wholesale from w/c 6 January, ahead of rolling out to impulse and convenience outlets.