pladis modernizes biscuit brands

By Gill Hyslop

- Last updated on GMT

pladis has added new additions to its popular Thins range and given its Victorian biscuit brand a modern makeover.
pladis has added new additions to its popular Thins range and given its Victorian biscuit brand a modern makeover.

Related tags pladis Biscuits Mcvitie's

Snacking company pladis has extended its McVitie’s Thins portfolio and gives Meredith & Drew a right Royal makeover.

pladis has expanded its McVitie’s Thins range in the UK with two new variants – McVitie’s Digestives Chocfilled Thins and McVitie’s Hobnobs Thins.

$22m innovation

According to the company, its Digestives Chocfilled Thins are “a major new biscuit innovation for 2018.”

“The Thins range is an important innovation platform for McVitie’s. Since the first McVitie’s Digestives Thins launch last year, its popularity has grown quickly and consistently, with retail sales of £17m ($22.3m) to date,”​ said Emma Stowers, brand director for McVitie’s at pladis UK and Ireland (UK&I).

The biscuits contain a solid chocolate center sandwiched between two Digestive Thins, which the company claims to “buck the trend” for sandwiched biscuits typically featuring a cream filling.

The company has also extended the Thins range with the introduction of McVitie’s Hobnob Thins, targeted at younger consumers with its modern take on a classic biscuit.

Digestive Thins – in two variants: milk chocolate and double choc – are available in 130g packs for a RRP of £1.79 ($2.35), while Hobnob Thins are available in 170g packs with a RRT of £1.79.

Victorian heritage with modern twist

Meanwhile, pladis has extended its partnership with Anthem Worldwide to develop a new brand identity and packaging design for biscuit brand Meredith & Drew.

The brand has a vast history including a royal warrant first granted by Queen Victoria in 1894. 

Anthem was briefed to develop an identity that conveyed a premium and authentic artisanal baking positioning in a fresh and modern way.

“The reintroduction of the Meredith & Drew brand opens up exciting new opportunities for pladis in different channels and with new retailers. Anthem completely understood the complexity of the brief and has delivered a brand identity and pack designs that have been executed with finesse and stylish flair,”​ said Sarah Horowits, pladis UK&I director of new ventures.

The Meredith & Drew range consists of four variants, including Milk Chocolate, White Chocolate, Shortie Swirls and Oat Crunches.

Related news

Show more

Follow us


View more