McVitie’s distinctively British nod to 2020 Olympic Games

By Gill Hyslop contact

- Last updated on GMT

McVitie's is rolling up three quintessentially British flavours this month. Pic: pladis
McVitie's is rolling up three quintessentially British flavours this month. Pic: pladis

Related tags: pladis, Mcvitie's, Team GB, Olympic games

McVitie’s-owner pladis has expanded its £59m Chocolate Digestives brand with the addition of limited edition variants based on beloved British desserts.

The McVitie’s Best of British Chocolate Digestives range has been launched in conjunction with the brand’s sponsorship of Team GM – Britain’s Olympic team – in a patriotic leadup to the 2020 Olympic Games to be held in Tokyo, Japan, scheduled to take place from July 24 to August 9, 2020.

The 2020 Summer Olympics are officially known as the Games of the XXXII Olympiad and commonly known as Tokyo 2020 or the Recovery Olympics, in reference to sterling efforts made to come back from the Fukushima Daiichi nuclear disaster in 2011 – the most severe nuclear accidence since the 1986 Chernobyl catastrophe.

The 2016 Olympics in Rio de Janiero, Brazil, draw a massive 3.6bn viewers globally, according to Statista.

The three quintessentially British flavours  - including Marmalade on Toast, Cherry Bakewell and Strawberries & Cream – will be available for a limited time only, however, one variant will become a permanent fixture in the McVitie’s Chocolate Digestive range based on consumer demand.

Shoppers are encouraged to vote for their favourite flavour by using the hashtag #SaveYourFave across social channels, from March 23, 2020 onwards.

Getting the UK behind Team GB

“Team GB and McVitie’s both have a proud heritage and have been bringing British people together for many years,” ​said Emma Stowers, brand director for McVitie’s, pladis UK&I.

“As part of our partnership we knew that we wanted to create a big buzz around this year’s Olympic Games and help the nation cheer on Team GB from their own homes. And, what better way to do this than by launching a range of distinctively British, limited-edition flavours to the McVitie’s Chocolate Digestives range?

“We know that younger consumers are particularly excited about innovative flavour combinations and unusual taste profiles.

“By introducing these novel flavours, we’ll enable shoppers across the UK to get behind Team GB by enjoying the ultimate British tradition: a cup of tea and a biscuit.”

The McVitie’s Best of British range is rolling out across multiple retail, convenience and wholesale outlets across the UK in 250g packs at an RRP of £1.50.

Packaging is recyclable​ through pladis’ partnership with Terracycle.

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