McVitie’s classic biscuit range gains additional milk chocolate mini series

The pladis snacking group has delivered a further range extension to its bestselling McVitie’s biscuit series with two a new series of mini milk chocolate digestives, writes Neill Barston.

As the business noted, its latest offering has been devised to bolster its iconic range further, by catapulting it into new occasions, including on-the-go, lunchtime and sharing moments. The new launch will be landing on supermarket shelves from this week in a multipack format, with sharing pouches following later this year.

According to the company, McVitie’s Milk Chocolate Digestives – which is currently worth £108.8M in retail (+23.1%)1 – has been reimagined into a bite-sized format. It follows the recent launch of McVitie’s White Chocolate Digestives, which saw the brand build on its core range to make it relevant to a new shopper base.

As the business noted, its latest offering comes as the company has spent the past few years extending its core snacking portfolio by using the latest food trends to create new versions of its most famous brands.

“McVitie’s Chocolate Digestives are loved by so many households across the nation, who stock their cupboards with this biscuit bestseller time and time again,” says Aslı Özen Turhan, Chief Marketing Officer at pladis UK&I. “However, we recognise that we need to continue to evolve our range to attract new shoppers – including through our bestselling lines – by creating convenient new offerings that will appeal to a new generation of biscuit snackers.

“McVitie’s Digestives Milk Chocolate Minis does just that. Our multipack, which contains five individually wrapped snack packs and just 94 kcals per serving, is ideal for lunchbox moments, whilst our pouches are perfect for on-the-go or sharing with loved ones – at a time when the ‘togetherness’ trend is hotter than ever.”


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