Pladis expands Hobnobs portfolio with launch of McVitie’s White Hobnobs
Product positioning and formulation highlights include the use of 100% wholegrain oats in the biscuit base and a white chocolate flavour coating rather than a plain sugar glaze
UK – Pladis is building on the success of its Hobnobs range with the introduction of McVitie’s White Hobnobs, a new addition designed to offer consumers a more indulgent take on the classic oat biscuit.
The latest launch combines Hobnobs’ signature crunchy wholegrain oat biscuit with a smooth white chocolate flavour coating, tapping into continued consumer demand for familiar brands with premium twists.
Made with 100% wholegrain oats, McVitie’s White Hobnobs aim to cater to shoppers seeking elevated everyday treats, whether for sharing occasions such as movie nights and social gatherings or as an at-home indulgence.
The 232g packs carry a recommended retail price of £2.25 (US$2.99) and are available in Morrisons from the week commencing June 15, before rolling out across major UK retailers from the week commencing July 13.
Eleonore de Saint Perier, Brand Manager at Pladis UK&I, expressed enthusiasm about the new variant. “We’re delighted to introduce McVitie’s White Hobnobs to the Hobnobs family. They combine our iconic wholegrain oat biscuit with a smooth white chocolate flavour coating, creating an exciting spin on a firm family favourite. They are something a bit more special for those moments when a simple biscuit won’t do,” she said.
The launch continues a busy period of innovation within the Hobnobs portfolio. Earlier in March 2026, Pladis introduced McVitie’s Hobnobs Oaty Crunch Creams, which rolled out across all major UK retailers from March 30 at an RRP of £1 (US$1.32) for a 100g pack.
Before that, the company also launched McVitie’s Hobnobs Oaty Cookies in Milk Chocolate Flavour Chips and Dark Chocolate Flavour Chips variants, identifying a clear gap in the cookies market for a differentiated eating experience.
The flurry of new product activity reflects Pladis’s broader commitment to growing its flagship biscuit brand in the UK market.
Group revenues, including the UK, increased by 8% year-on-year to £2.8 billion (US$3.73B), according to the company’s most recent financial disclosures.
Founded in 2016, Pladis employs 16,000 people across 27 bakeries and factories in 11 countries, with its brands sold in more than 110 nations.
The White Hobnobs launch underscores the company’s strategy to leverage established brand equity to drive premiumization and incremental category growth in the competitive UK biscuit market.
McVitie’s expands Jaffa portfolio with launch of new Jaffa Cookies
Pladis is extending its popular McVitie’s Jaffa range with the launch of McVitie’s Jaffa Cookies, introducing a new format for one of the UK’s most recognisable sweet snack brands.
The new product represents the latest innovation in the Jaffa range, building on the enduring popularity of Jaffa Cakes while tapping into continued consumer demand for cookies within the sweet biscuit category.
McVitie’s Jaffa Cookies combine a soft-baked chocolate chip cookie with a tangy orange-flavoured centre and a half-coated chocolate finish. The format aims to deliver the distinctive flavour profile associated with Jaffa Cakes in a cookie format, offering consumers a new way to enjoy the brand’s signature chocolate and orange combination.
The launch also adds a fresh twist to the long-running debate surrounding Jaffa Cakes’ classification as either a cake or a biscuit.
Russell Smith, marketing manager at Pladis UK & Ireland, said: “Everyone loves a Jaffa Cake, everyone loves a cookie, and Jaffa Cookies bring together the best of both worlds. It’s the iconic Jaffa flavour people know and love, wrapped up in a soft-baked cookie that’s perfect for those moments when only a cookie will do. And this one can be dunked.”
The launch forms part of Pladis’ broader strategy of leveraging established brands through format innovation, a trend increasingly evident across the biscuits and sweet snacks category as manufacturers seek to drive incremental growth and attract new consumers.
Jaffa Cookies are available now in Asda Express stores and will roll out across Asda supermarkets nationwide from 25 June, at an RRP of £2.50. Wider distribution across all major UK grocery retailers is scheduled from the week commencing 20 July.
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