Pladis is bringing a new flavour to its £195m McVitie’s Digestives lineup.
The limited edition McVitie’s Gold Digestives – launching early July – feature the classic Digestive topped with the taste of golden caramel synonymous with the McVitie’s Gold Bars brand.
Pladis stated that the launch aims to build on the success of its debut extension to McVitie’s Gold – the McVitie’s Gold Billions Wafer – which was hit with shoppers after launching in 2023, becoming the number two confectionery SKU in Impulse.
“McVitie’s Gold Digestives have been created with the latest flavour trends in mind to unlock another golden sales opportunity for retailers,” said James King, Marketing Director – McVitie’s, Pladis UK&I.
“You only have to look at other snacking categories to see the further scope for growth when it comes to the gold flavour trend. Take gold confectionery, which continues to grow in popularity. So, who better to bring this to biscuits than the nation’s number one?”
He added: “The signs of success for McVitie’s Gold Digestives are strong. We’ve got a great track record when it comes to innovation for both McVitie’s Gold and McVitie’s Digestives, and we have an established, passionate fanbase who have been petitioning for this launch.
“Even better is that an overwhelming 96% of 18-35-year-olds have already expressed intent to purchase McVitie’s Gold Digestives, clearly signalling the opportunity for retailers.”
Available in 232g packs of 15 biscuits (RRP: £1.89), McVitie’s Gold Digestives will launch in Sainsbury’s from 7 July before rolling out more widely across multiple grocery, convenience and wholesale from mid-July. Independent retailers will get a channel-exclusive £1.99 PMP.
