In what it touts as the brand’s ‘most significant launch in a decade’, Pladis has added a White Chocolate variant to its immensely popular McVitie’s Digestives range.
“Over the years, while the biscuits fixture has seen plenty of innovation, nothing has ever been quite as popular with shoppers as our biscuits,” said Aslı Özen Turhan, chief marketing officer at Pladis UK&I.
“This is down to the simple fact that McVitie’s biscuits are the True Originals, delivering on taste and quality time and time again.
“Baked for the first time in 1925, the McVitie’s Chocolate Digestive is a staple in British biscuit tins, with over 60 million packs enjoyed in UK homes every year,”
“Now, using everything we’ve learnt about creating a great-tasting biscuit over the years, we’ve developed a new must-stock snack that’s something really special.”
Pladis is hoping to catapult the ‘star power of McVitie’s Digestives to new heights by enrobing the golden baked biscuit in a coating of white chocolate - aimed to attract the cohort of shoppers seeking out new flavours.
“As well as benefiting from a flavour profile with such a huge, engaged fan base – putting McVitie’s on the shopper lists of even more consumers – we’ve no doubt loyal McVitie’s Digestive fans will also be clamouring to get their hands on our McVitie’s White Chocolate Digestives,” added Özen Turhan.
McVitie’s Digestives White Chocolate is launched in Sainsbury’s and Co-op in July, followed with a larger roller across the UK for an RRP of £1.89 for a 232g pack.