McVitie's opts for the natural look

08 August, 2008

McVitie's Cake Company is relaunching a 10- strong range of muffins, flapjacks and slices.

The revamped packaging features

photographs of the ingredients, such as fruit and oats, to show the healthy credentials of the range. Phrases including "source of fibre", "no hydrogenated vegetable oils" and "no artificial colours or flavours" have also been added.

Commercial director Graham Parry said: "Our research has shown

consumers perceive impulse cake products to be more natural or better for them than other competing snacks. Our new -look range aims to capitalise on this insight and help draw attention to the wholesome ingredients used in our products."

Variants in the range have rrps of between 69p and 83p and come in shelf-ready display cases of 12 or 24.

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