McVitie’s adds ‘thinner, healthier’ version of its Digestive biscuits

McVitie’s has launched a new thinner and lighter version of its Digestive biscuits, aimed at younger consumers.

McVitie’s Digestives Thins will be available in dark chocolate, milk chocolate and milk chocolate cappuccino varieties – all designed to tap into the growing trend for small but indulgent snacks. Each biscuit features less than half the number of calories as the normal Digestive biscuit.

They will be available in 180g packs with a recommended retail price of £1.79. The new product is McVitie’s hero launch for the year, and the Pladis-owned brand is already forecasting sales value of £12 million for its first year.

The product ‘marks the business’ ongoing commitment to unlocking new occasions and opportunities for growth in the sweet biscuit category’, a spokesperson for McVitie’s said.

McVitie’s marketing director Kerry Owens said: “The moments we take for ourselves are becoming increasingly pressured in today’s always-on environment. We know our consumers look for those opportunities to ‘take five’ with a little reward to treat themselves. McVitie’s Digestives Thins provide just that and we’re confident that this new range will delight consumers.”

The new range will be supported by a £4.6 million integrated marketing campaign including TV advertising, digital and social media activity – as well as a shopper activation described by McVitie’s as ‘best in class’.

It forms part of McVitie’s ongoing masterbrand campaign, which, in 2017, will receive £11.5 million in marketing support.