McVitie’s ‘biggest launch in a decade’ with white chocolate digestives
Image: pladis
A major addition to the ‘nation’s favourite biscuit,’ McVitie’s digestives is being launched in the form of a new white chocolate variety, writes Neill Barston.
The new release, which is being hailed as the Pladis brand’s biggest release in a decade, is targeting younger shoppers seeking a twist on a classic snack.
“Baked for the first time in 1925, the McVitie’s Chocolate Digestive is a staple in British biscuit tins, with over 60 million packs enjoyed in UK homes every year1,” says Aslı Özen Turhan, Chief Marketing Officer at pladis UK&I.
“Now, using everything we’ve learnt about creating a great-tasting biscuit over the years, we’ve developed a new must-stock snack that’s something really special. By giving our golden baked Digestive biscuits a delicious coating of white chocolate, we’ll be catapulting the star power of McVitie’s Chocolate Digestives to brand new heights.
“As well as benefiting from a flavour profile with such a huge, engaged fan base – putting McVitie’s on the shopper lists of even more consumers – we’ve no doubt loyal McVitie’s Digestive fans will also be clamouring to get their hands on our McVitie’s White Chocolate Digestives. All of this will result in a huge opportunity for retailers to drive incremental sales.
“Over the years, while the biscuits fixture has seen plenty of innovation, nothing has ever been quite as popular with shoppers as our biscuits. This is down to the simple fact that McVitie’s biscuits are the True Originals, delivering on taste and quality time and time again.
McVitie’s White Chocolate Digestives will be absolutely no exception and we’re so excited to be bringing even more snacking variety to shoppers.”
The path for success for the new launch has already been paved, with positive results in consumer testing against purchase intent and appeal – particularly among younger consumers. Furthermore, it will be supported by activity across PR, shopper marketing, and social media to ensure all eyes are on the product.
