McVitie's Moments

McVitie's, a British biscuit and cake brand, drove retail sales in the UK for its new Moments products by redesigning its packaging to reflect coffee shop culture.

Design consultancy: SpringettsAdvertiser: McVitie's Cake Company

Executive Summary

McVitie's is an acclaimed British biscuit and cake brand which has successfully innovated in the indulgent cake market to help craft and shape the modern cake eating occasion. By broadening its cake portfolio and manufacturing capabilities, McVitie's has modernised the cake category and driven usage by younger consumers in the evening treat moment, to help deliver incremental growth for the brand.

Founded in 1830 by Scottish biscuit maker Robert McVitie, a prolific baker, trailblazer and entrepreneur of his day, Robert instilled his passion for baking in his sons who...

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