Pladis is looking to extend the appeal of its McVitie’s Digestives range with the launch of an “ultra-chocolatey” variant.
McVitie’s Seriously Chocolatey Digestives have been created to help retailers tap into the ‘everyday treats’ opportunity. The new line features a crunchy cocoa Digestive biscuit embedded with dark choc chips and topped with the brand’s signature milk chocolate.
It follows in the footsteps of the successful launch of McVitie’s White Chocolate Digestives, which delivered £1.2m in incremental sales during the first six months and became the category’s biggest launch in two years.
“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,” said 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.”
McVitie’s Seriously Chocolatey Digestives are available in Morrisons in 250g packs (RRP: £1.99), with rollout across all major supermarkets this month.
