Pladis has expanded its McVitie’s biscuit range with the addition of three new Chocolate Digestives flavours inspired by traditional British sweet treats.
The new McVitie’s Best of British Chocolate Digestives range has been launched in conjunction with the brand’s sponsorship of Team GB – Britain’s Olympic team – ahead of the 2020 Olympic Games in Tokyo, Japan.
Three flavours have been released: Marmalade on Toast, Cherry Bakewell and Strawberries & Cream. Shoppers will also be encouraged to vote for their favourite new flavour by using the hashtag #SaveYourFave across social channels, from 23 March 2020 onwards. The winner will become a permanent fixture in the McVitie’s Chocolate Digestives range.
Emma Stowers, brand director for McVitie’s at Pladis UK&I said: “Team GB and McVitie’s both have a proud heritage and have been bringing British people together for many years.
“As part of our partnership, we knew that we wanted to create a big buzz around this year’s Olympic Games and help the nation cheer on Team GB from their own homes.
“And, what better way to do this than by launching a range of distinctively British, limited-edition flavours to the McVitie’s Chocolate Digestives range?
“As the nation’s Biggest Biscuit Brand, we’re present in 27 million households in the UK. The introduction of these never-before-seen flavours will help retailers to drive interest in, and sales for, McVitie’s when national interest around the Olympic Games is at an all-time high.”
All flavours in the McVitie’s Best of British Chocolate Digestives range will be available in 250g packs nationwide from major retailers, with a suggested retail price of £1.50.
© FoodBev Media Ltd 2021
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