pladis is taking McVitie’s into new territory as the long‑standing Penguin brand enters savoury snacking for the first time with the launch of Penguin Bites — a move designed to capture rising demand for family‑friendly, permissible snacks and strengthen the company’s position in the fast‑growing savoury biscuit aisle.

For manufacturers, the launch signals pladis’ intent to stretch one of its most recognisable assets into adjacent categories at a time when savoury snacking occasions continue to grow.

The brand’s near‑universal awareness — “Penguin has some of the most recognisable distinct brand assets in the UK, with 92% awareness,” says Asli Ozen Turhan, chief marketing officer, pladis UK&I — gives pladis a platform to introduce a new proposition without the barrier of unfamiliarity.

Penguin Bites are small, penguin‑shaped baked snacks available in Cheese, Salt & Vinegar and Lightly Salted variants, packed in 125g sharing boxes designed to stand out on shelf. The format is deliberately tuned to family sharing and after‑school moments, while meeting demand for non‑HFSS options.

Ozen Turhan says the move is part of a broader ambition to evolve the brand: “Our ambition is to make Penguin more than just a static character on chocolate biscuit bars. We want this cheeky icon’s wit and character to waddle into a new savoury era.”

She adds that consumer testing validated the strategy, noting that “80% found the idea appealing or very appealing, while 71% felt the concept was a good fit with the brand.”

The launch also aligns with category‑wide shifts toward permissible snacking. “As the rise in family savoury snacking continues apace, alongside the increased growth in snacks suitable for sharing occasions, we’re pleased to meet these consumer needs alongside the demand for permissible, non-HFSS, snacks with the launch of this baked savoury innovation, Penguin Bites.”

Backed by 360 media support during the Back to School period, the rollout includes in‑store activations, social media and PR under the strapline McVitie’s Penguin has gone crackers! Ozen Turhan frames the move as the start of a wider brand evolution: “Penguin Bites represents chapter one of our big plans for Penguin.”

Penguin Bites (125g, RRP £2.00) begin rolling out across major UK retailers from w/c 15 June.