McVitie’s launches Digestives Nibbles in NEW on-the-go format

Following the successful launch of McVitie’s Digestives Nibbles which have achieved over £15m RSV since launch, the UK’s number one sweet biscuit brand has announced the launch of NEW McVitie’s Digestives Nibbles Handy Packs. The new format offers consumers Sweeet™ snackable solutions whilst on-the-go. The launch comes as part of pladis’ ongoing commitment to capitalise on the on-the-go (OTG) trend, as consumers look for their favourite snacks in grab and go formats.

Available in Caramel and Milk Chocolate flavours, the new handy packs are available in 37g at a RRP of 59p. Rolling out from May across grocery, convenience and forecourts, the range will be supported by a £3m ATL campaign alongside PR and digital activation.

The UK on-the-go snacks market is currently worth £6bn and is growing at 4%, due to longer working hours, consumers travelling longer distances to work and a decline in three meals per day. 54% of biscuits eaten on-thego are in Take Home packs but only 7% of biscuits are currently available in on-the-go formats – making Nibbles Handy Packs an exciting onthe- go proposition for the category.

McVitie’s Marketing Director, Kerry Owens, commented: “Our busy lifestyles have led to an increase in snacking when out and about, leading shoppers to gravitate towards single serve packs, pouches and grab on-the-go items.”

“These delicious new handy packs are the perfect treat when you’re grazing in the day or looking for a sweet treat on the move. We are committed to responding to consumer needs and are confident our customers will love this product.”