pladis is extending its McVitie’s Signature range with two new chocolate bars, as the snacking giant looks to deepen its presence in more premium confectionery.

The business is adding a Crispy Wafer bar and a Chocolate Truffle Bar to the line-up, continuing its push to position McVitie’s Signature as a more indulgent offer within the wider biscuits and snacks market.

The Crispy Wafer bar combines wafer and hazelnut cream coated in milk chocolate, while the Chocolate Truffle Bar features a chocolate cream filling and cocoa biscuit centre inside a milk chocolate shell.

Both SKUs will roll out to convenience and impulse retailers from the week commencing 6 April, with each priced at 89p. The Crispy Wafer will be available in a 45g format, while the Chocolate Truffle Bar comes in at 35g.

The move sees pladis continue to stretch the McVitie’s brand beyond its traditional biscuit territory, as suppliers chase growth in premium snacking and more treat-led formats.

McVitie’s Signature was launched in 2024 as a more upscale extension of the core brand, and the latest additions suggest pladis is looking to build out that platform further in confectionery.

Daniel Shemoon, marketing manager at pladis UK&I, said the new bars were aimed at shoppers ‘looking for a more indulgent snack occasion, whether on the go or later in the day’.

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