Accelerating growth for McVitie’s: we co-created a European growth strategy with local experts in seven countries

McVitie’s is an iconic and best selling biscuit brand from the UK. However, within the European sweet biscuit category there is a lot of competition and standing out on the shelf is a real challenge. We helped our client Pladis to co-create a pan-European growth strategy for McVitie’s.

Exploring local consumer behaviour, preferences, trends and marketing with local experts and consumers provided the client and Fronteer team with great insights that formed the foundation of a new growth strategy.

The result: a clear advice on how to grow across Europe, with an appealing positioning, advice on packaging, branding and communication as the main pillars for success.

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Leonie van Mierlo

Senior Strategist

James Veenhoff

Founder