pladis positions itself as a leading player in both sweet and savoury snacking, driving growth and new opportunities across the category through innovation and strategic campaigns.

McVitie’s and Jacob’s are highlighted as top brands in their segments, with McVitie’s identified as the second most chosen Food & Drink brand in the UK.

Market trends show ongoing demand for everyday indulgence, value for money, convenience, and front-of-store/off-premise placement for on-the-go products, with Mini Cheddars and Jaffa Cake Chocolate Digestives noted as momentum drivers.

Better Biscuits, the wholesale platform, is boosting retailer growth through improved ranging, merchandising, and category guidance, with some retailers seeing up to 20% sales increases in biscuits and snacking.

pladis is delivering game-changing new product development across sweet and savoury, expanding everyday favourites and launching indulgent new offerings under the McVitie’s Signature range to spur growth in Indulgence, Lunchbox, and On the Go segments.

Key voices in the piece include Olivia Wilson-Shaw, Chris Brooks, and Adnan Khan, who discuss trends, innovations, and the impact of campaigns and platforms like Better Biscuits on wholesale performance.

Over the last two years, pladis has added more than £50 million in biscuits category sales, reinforcing its market leadership and demonstrating broad category impact.

Jacob’s Mini Cheddars is a Top 10 Crisps & Savoury Snacks brand worth £85 million and is purchased by about one in three UK households, signaling strong reach.

There is a focus on brand-building and season-by-season momentum, including a Summer of Sport campaign for Jacob’s and a new McVitie’s Masterbrand campaign to cement McVitie’s as the UK’s leading biscuit brand across snacking and confectionery.

Bold new flavours and formats—such as Jaffa Cakes Hot Honey, Cheeselets, Mini Cheddars Chipotle & Lime, and Flipz—are attracting younger shoppers, supported by a refreshed PMP range.

pladis has expanded into confectionery with Gold Billions and is seeing strong initial performance in its premium Signature range, underscoring a diversified growth strategy across snacks.