pladis offers a flavour twist with new Rich Tea biscuit variety

Global snacking group pladis has lined-up a major flavour twist for its classic British favourite McVitie’s Rich Tea, which has been bestowed with a fresh new cocoa variety to bolster the brand this summer, writes Neill Barston.

Described as being ‘deliciously dunkable’ the company’s latest entrant is notable as falls under the government’s HFSS threshold. It aims to follow in the footsteps of McVitie’s ‘The Light Ones’ range – where its lower sugar Digestives and Rich Tea variants have proven popular among Brits looking for a permissible treat, clocking up almost £10m in collective sales in the process.

As the business noted, its latest Rich Tea ‘The Cocoa One’ marks pladis’ next step in diversifying its portfolio to make sure there’s something for everyone – from the ultra-indulgent, through to lighter options and everything in between. This latest launch is available now in Tesco (RRP: £1.79, 300g pack).

“McVitie’s is already the nation’s favourite when it comes to enjoying a morning tea break or post-lunch pick-me-up and has been ever since we started baking our biscuits over 180 years ago,” says James King, Marketing Director – McVitie’s at pladis UK&I. “But our research shows there’s headroom for further growth in late afternoon and evening snacking, when shoppers are seeking something a little more indulgent.

“And 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 biscuits fixtures up and down the country.

“Having performed exceptionally in concept testing, with 94% of under 45s stating purchase intent, McVitie’s Seriously Chocolatey Digestives are well-placed to extend the love for our bestselling line-up of everyday biscuits and satisfy the chocolate cravings of both our existing fanbase and the next generation of snacking shoppers.”