McVitie’s most chocolatey digestives

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pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is aiming to extend its appeal to chocolate lovers with the launch of an ultra-chocolatey take on the nation’s favourite biscuit.

Dubbed its most chocolatey version of Digestives yet, McVitie’s Seriously Chocolatey Digestives have been created to help retailers tuck into an untapped opportunity for more indulgent everyday treats. With three types of chocolate delivering three times the pleasure, this latest launch features a crunchy cocoa Digestive biscuit embedded with dark choc chips and topped with the brand’s signature silky-smooth milk chocolate.

This decadent introduction aims to follow in the footsteps of the hugely successfully launch of McVitie’s White Chocolate Digestives which, having delivered £1.2m in incremental sales during its first six months on shelf, went on to become the category’s biggest launch in two years.

“McVitie’s is already the nation’s favourite when it comes to enjoying a morning tea break or post-lunch pick-me-up and has been ever since we started baking our biscuits over 180 years ago,” said James King, Marketing Director – McVitie’s at pladis UK&I. “But our research shows there’s headroom for further growth in late afternoon and evening snacking, when shoppers are seeking something a little more indulgent.

“And when shoppers think indulgent, they think chocolate – it’s the number one driver of indulgence, especially among younger and family shoppers. With this in mind, McVitie’s Seriously Chocolatey Digestives are geared up to take this a step further by bringing the growing popularity of multi-chocolate treats to everyday biscuits fixtures up and down the country.

“Having performed exceptionally in concept testing, with 94% of under 45s stating purchase intent, McVitie’s Seriously Chocolatey Digestives are well-placed to extend the love for our bestselling line-up of everyday biscuits and satisfy the chocolate cravings of both our existing fanbase and the next generation of snacking shoppers.”

McVitie’s Seriously Chocolatey Digestives are available now in Morrisons in 250g packs (RRP: £1.99), hitting shelves across all major supermarkets from July

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