UK’s favorite biscuit brand takes on a new spin

By Gill Hyslop

- Last updated on GMT

pladis is launching a brand-new range inspired by its classic McVitie’s Digestives. Pic: pladis
pladis is launching a brand-new range inspired by its classic McVitie’s Digestives. Pic: pladis

Related tags pladis Mcvitie's Biscuits

pladis UK&I is expanding its £117m ($152m) McVitie’s Digestives brand with the launch of McVitie’s Digestives Twists.

The offering combines the classic crunch and crumbly texture of McVitie’s Digestives, in two ‘on-trend’ variants: Chocolate Chip & Caramel and Chocolate Chip & Coconut.

According to the company, the launch is expected to drive incremental sales among younger shoppers looking for different flavor and texture combinations.

In-house market research revealed 80% of 18 to 34-year-olds highly rated the ‘exciting flavor combinations’ of Digestives Twists. It also found the younger generation show a real interest in everyday flavored biscuits – with under-45s making up almost half (46%) of shoppers buying these products.

Driving category growth

“We know that on-trend flavor and texture combinations, such as caramel and coconut, are helping to drive overall category growth for sweet biscuits – and we’re set to tap into this insight with our McVitie’s Digestives Twists,”​ said Emma Stowers, brand director for McVitie’s.

McVitie’s Digestives Twists Chocolate Chip & Caramel and McVitie’s Digestives Twists Chocolate Chip & Coconut will be available in 276g packs for an RSP of £1.25 ($1.63) across the UK from mid-April.

Packaging will be recyclable through pladis’ partnership with Terracycle.

Fun facts

McVitie’s is currently the UK’s fourth largest food brand and is present in 21.5 million households.

The original ‘Digestive’ biscuit was developed in 1892, the secret recipe of which is still used today.

In 1893, the McVitie’s originators were asked to bake the wedding cake for the future Queen Mary and King George V.

The firm was again given a royal seal of approval when it was asked to make the wedding cake for Princess Elizabeth and Lieutenant Philip Mountbatten in 1947.

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