Design consultancy: Springetts
Advertiser: 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 continued the family business.

Over the past 188 years McVitie's has gone from strength to strength and today can proudly call itself the nation's favourite biscuit brand. McVitie's were even given the royal seal of approval in 1893 when they were asked to bake the future Queen Mary and King George V's wedding cake. Several more royal wedding, anniversary and christening cakes have since followed.