McVitie’s combines Chocolate Digestives and Club Mint for limited-edition launch

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McVitie’s is bringing together two of its best-known biscuit and chocolate brands with the launch of limited-edition McVitie’s Mint Club Digestives.

The new product combines the brand’s Milk Chocolate Digestive biscuit with the mint flavour associated with Club Mint bars, creating a chocolate and mint-flavoured variant of the classic crunchy golden Digestives biscuit.

The launch forms part of McVitie’s strategy of combining familiar products and flavours to create new occasions for consumers, while building on the strong brand equity of its established ranges.

Eleonore de Saint Perier, brand manager at pladis UK&I, said: “Both McVitie's Chocolate Digestives and Club Mint have very loyal fans, so we’re excited to see them unite for the first time in this special limited edition."

The new biscuits are positioned as an indulgent treat for a range of occasions, including after-dinner consumption, social occasions and everyday snacking.

Limited-edition McVitie’s Mint Club Digestives are available in a 250g pack with an RRP of £2.35.

The product is rolling out across the Tesco estate, as well as wholesale and convenience channels.