McVitie’s expands biscuit range
British biscuit giant McVitie’s is expanding its sweet treat line-up with the launch of an all-new range: McVitie’s Jammy’s.
Rolling out to supermarket shelves this month, the new line introduces two distinct fruit varieties: Raspberry Flavour and Apple Flavour.
The new snacks feature a light, crumbly biscuit dusted with icing sugar, built around a vibrant, jam-filled centre. According to the brand, the Raspberry variant delivers bright, tangy notes, while the Apple flavour offers a crisp, zesty alternative designed for a fresh bite.
The launch aims to capture a slice of the everyday snacking and convenience market, targeting families and on-the-go consumers alike.
“We’re excited to introduce Jammy’s Raspberry and Apple flavour to our growing biscuit range,” said Bethan Ashman, brand manager at parent company pladis UK&I. “These biscuits are a fun, flavour-packed option, perfect for lunchboxes, sharing or on-the-go snacking.”
Both new additions will hit the market in 136.5g packs with a recommended retail price (RRP) of £1.00, though early shoppers will get the first taste of the raspberry flavour ahead of the wider national rollout.
The move marks a clear effort by pladis to inject new fruit profiles into the competitive biscuit aisle, leaning on the heritage power of the McVitie’s name to drive impulse purchases in the budget-friendly £1 price bracket.
