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pladis, the global snacking company behind some of the UK’s most loved brands, is bringing British shoppers an irresistible new take on the nation’s favourite biscuit.

Launching as a permanent addition to the portfolio of Britain’s biggest biscuit brand, the McVitie’s White Chocolate digestive is a smooth and creamy new twist on the iconic treat already beloved by millions nationwide.

Driven by shopper demand and set to be the McVitie’s Digestive brand’s most significant launch in a decade, the new snack will help retailers attract younger shoppers and families seeking new flavours to the biscuit category.

“Baked for the first time in 1925, the McVitie’s Chocolate Digestive is a staple in British biscuit tins, with over 60 million packs enjoyed in UK homes every year[1],” says Asl? Özen Turhan, Chief Marketing Officer at pladis UK&I. 

“Now, using everything we’ve learnt about creating a great-tasting biscuit over the years, we’ve developed a new must-stock snack that’s something really special. By giving our golden baked Digestive biscuits a delicious coating of white chocolate, we’ll be catapulting the star power of McVitie’s Chocolate Digestives to brand new heights.

“As well as benefiting from a flavour profile with such a huge, engaged fan base – putting McVitie’s on the shopper lists of even more consumers – we’ve no doubt loyal McVitie’s Digestive fans will also be clamouring to get their hands on our McVitie’s White Chocolate Digestives. All of this will result in a huge opportunity for retailers to drive incremental sales.

“Over the years, while the biscuits fixture has seen plenty of innovation, nothing has ever been quite as popular with shoppers as our biscuits. This is down to the simple fact that McVitie’s biscuits are the True Originals, delivering on taste and quality time and time again. McVitie’s White Chocolate Digestives will be absolutely no exception and we’re so excited to be bringing even more snacking variety to shoppers.”

The path for success for the new launch has already been paved, with positive results in consumer testing against purchase intent and appeal – particularly among younger consumers. Furthermore, it will be supported by activity across PR, shopper marketing, and social media to ensure all eyes are on the product.

McVitie’s White Chocolate Digestives (232g, RRP £1.89) will be launching into Sainsbury’s stores nationwide from mid-July, followed by Co-op from the 24th July. Wider grocery distribution will follow from the 14th August. The product will also be available to convenience stores and wholesalers – plus, there will be a £1.99 price-marked pack launching.

[1] Nielsen MAT Unit Sales: McVitie’s Chocolate Digestives + Caramel Digestives

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