Innovative pack design developed by RPC sites at Market Rasen and Halstead and shrink-sleeve specialists Decorative Sleeves has helped to launch Penguin Chukka, McVitie’s new brand extension to the popular chocolate biscuit bar.

The launch is being supported by a £5M TV advertising and sponsorship campaign, with media partner Cartoon Network linked to the product through its Skatoony Afternoony interactive quiz show.

Penguin Chukka is a combination of mini chocolate biscuit, chocolate chip and caramel pieces, in both milk and white chocolate varieties. It is available as a single pack, or in multipacks of four. A reclosable pack incorporates tamper evidence through nibs on the lid that break when opened. To further extend the shelf life, the PP pack has been induction heat-sealed.

The high-quality sleeves are rotogravure printed in seven colours with a heat-activated adhesive. Decorative Sleeves used a low temperature, high shrink PVC film. Particular attention was paid to ensuring that the colours matched other designs in the Penguin range, printed on other substrates.

According to McVitie’s, the promotional campaign represents the most intensive support programme in the brand’s history, and is expected to boost sales by 25% during the rest of the year.