Building on the masterbrand relaunch earlier in 2015, all three packs feature a wealth of scary imagery.
“We created a Halloween coffin, based on the McVitie’s brand cartouche, and used that as the focus of the spooky branding,” said Springetts design director Lou Elms.
The variant names change to something scarier (Lemon & Slime and Zingy Orange) and the flavours becomes brightly coloured fruit ghosts. Mummies also feature on pack.
A major innovation is the Trick or Treat House. This haunted house shaped pack contains 14 assorted cake bars and is designed for sharing at Halloween parties.