Pladis is adding to its McVitie’s Digestives biscuit range in the UK, in a move to increase sales among younger shoppers.
McVitie’s Digestives Twists will be available in two variants: chocolate chip and caramel, and chocolate chip and coconut.
“We’re thrilled to be launching a brand new range inspired by our classic McVitie’s Digestives that will enable us to extend appeal and bring our much-loved brand to a younger audience,” said Emma Stowers, brand director for McVitie’s at Pladis UK&I.
“We know that on-trend flavour and texture combinations, such as caramel and coconut, are helping to drive overall category growth for sweet biscuits – and we’re set to tap into this insight with our new McVitie’s Digestives Twists.”
Both variants will be available as of mid-April in 276g packs with a recommended retail price of £1.25.
Last July, Pladis launched McVitie’s Digestives Chocfilled Thins and McVitie’s Hobnobs Thins. The company described the Chocfilled Thins as “a major new biscuit innovation for 2018”.
In December, the company revealed plans to make all its plastic packaging recyclable, reusable or compostable by 2025.
The firm, which also owns brands such as Carr’s and Jacob’s, will be improving labelling and joining the On-Pack Recycling Label scheme to ensure consumers are clear on how and where to recycle their packaging.
© FoodBev Media Ltd 2019