top of page

The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

FoodBev Media Logo
Access more as a FoodBev subscriber

Sign up to FoodBev and unlock more insights from the international food and beverage industry. Subscribers have access to webinars, newsletters, publications and more...

Pladis expands McVitie’s Digestives portfolio with two new flavours
Phoebe Fraser

Phoebe Fraser

5 July 2024

Pladis expands McVitie’s Digestives portfolio with two new flavours

Snacking giant Pladis has launched two new varieties of its popular McVitie’s Digestives biscuits.


The first launch, McVitie’s Seriously Chocolatey Digestives, was created to tap into consumer demand for more indulgent everyday treats. The new biscuits feature three types of chocolate – a crunchy cocoa digestive biscuit with dark chocolate chips, topped with the brand’s signature milk chocolate.


James King, marketing director of McVitie’s at Pladis UK&I, said: “When shoppers think indulgent, they think chocolate – it’s the number one driver of indulgence, especially among younger and family shoppers. With this in mind, McVitie’s Seriously Chocolatey Digestives are geared up to take this a step further by bringing the growing popularity of multi-chocolate treats to everyday biscuit fixtures up and down the country.”


The second launch, limited-edition McVitie’s Gold Digestives, leverages over 30 years of love for McVitie’s Gold Bars. The new biscuits are the first co-branded addition to the McVitie’s Digestives range. The new gold digestives feature a classic golden-baked digestive biscuit topped with golden caramel chocolate.


King added: “McVitie’s Gold Digestives have been created with the latest flavour trends in mind to unlock another golden sales opportunity for retailers. You only have to look at other snacking categories to see the further scope for growth when it comes to the gold flavour trend. Take gold confectionery, which continues to grow in popularity.”


The new digestive varieties are available to purchase in UK retailers now.


#Pladis #McVities #UK #biscuits

Related posts
An honest mistake? BrewDog's sustainability report highlights importance of accountability
Beverage

An honest mistake? BrewDog's sustainability report highlights importance of accountability

Regal Foods enters chilled desserts category with Love Cheesecakes acquisition
Mergers & Acquisitions

Regal Foods enters chilled desserts category with Love Cheesecakes acquisition

2M Group ventures into sustainable packaging with new business unit
Partnership

2M Group ventures into sustainable packaging with new business unit

The Gym Kitchen expands food-to-go range
New products

The Gym Kitchen expands food-to-go range

Lizi's introduces new gluten-free granola
New products

Lizi's introduces new gluten-free granola

PepsiCo and Yara partner to decarbonise European crop production
Sustainability

PepsiCo and Yara partner to decarbonise European crop production

bottom of page