McVitie’s owner pladis targets doubling sales of better-balanced products by 2030

pladis plans to double the sales volume of products it classifies as offering a better nutritional balance by 2030, compared with a 2023 baseline.

These products currently account for around 10 percent of sales volume across the McVitie’s, GODIVA and Ülker owner’s global portfolio. The company will pursue the target by reformulating existing recipes, launching new products and expanding successful ranges into more markets.

The strategy responds to rising demand for snacks that contain less sugar, salt and saturated fat or provide more fibre and protein, without losing the taste and enjoyment consumers expect.

Dr Jennifer Moss, Chief R&D Officer at pladis, said: “People don’t buy biscuits and chocolate because they’re looking for a lecture on nutrition – they buy them because they enjoy them. Great taste will always come first.

“What is changing is that consumers increasingly want more choice. They want products that fit their lifestyles and wellbeing goals, but they still expect the same great taste.

“We believe the brands that succeed in the future will be the ones that can deliver both. That’s why we’re committed to giving consumers more options while continuing to provide the enjoyment that has always been at the heart of our brands.”

Framework shapes reformulation decisions

pladis has created a global nutrition framework to determine which products offer a better nutritional balance and guide decisions on product development, reformulation and marketing.

Developed by the company’s scientists, the framework draws on internationally recognised systems including France’s Nutri-Score, Australia’s Health Star Rating and the UK Nutrient Profile Model used for HFSS classification.

It assesses nutrients consumers are encouraged to consume more of, including fibre and protein, alongside sugar, salt and saturated fat.

People don’t buy biscuits and chocolate because they’re looking for a lecture on nutrition – they buy them because they enjoy them. Great taste will always come first.

What is changing is that consumers increasingly want more choice. They want products that fit their lifestyles and wellbeing goals, but they still expect the same great taste.

We believe the brands that succeed in the future will be the ones that can deliver both.”

Dr Jennifer Moss, Chief R&D Officer at pladis

The company has already removed 676 tonnes of sugar from UK recipes, equivalent to around 169 million teaspoons based on four grams per teaspoon.

In the Netherlands, pladis has reduced sugar and salt while increasing fibre in its Sultana fruit biscuits. Ülker has also removed 549 tonnes of fat from its products over the past decade, alongside reductions in sugar and salt.

The target forms part of pladis’ new Happy People, Happy Planet global sustainability strategy.

Read more from pladis

pladis recently contributed to New Food’s What food manufacturers need from testing in 2026 report, which explores how faster reformulation, complex supply chains and emerging risks are placing greater demands on testing systems.

Darshana Desai Mestry, Head of Quality & Food Safety at pladis UK&I, explains why manufacturers increasingly need testing to do more than confirm whether a product meets specification.

She examines how businesses can use testing data to identify emerging risks, interpret trends, investigate root causes and make faster, more informed decisions across their operations.

Read the full report here