Pladis has extended its range by introducing McVitie’s Digestives Milk Chocolate Minis.
The new product launched last week, with sharing pouches available later this year.
Pladis said that the bite-sized snack was created to extend the appeal of the iconic biscuit even further, by catapulting it into new occasions, including on-the-go, lunchtime and sharing moments.
It follows the recent launch of McVitie’s White Chocolate Digestives, which saw the brand build on its core range to make it relevant to a new shopper base.
The recent launches have been part of Pladis’ initiative over the last couple of years to extend its core snacking portfolio by using the latest food trends to create new versions of its most famous brands.
Aslı Özen Turhan chief marketing officer at Pladis UK and Ireland said: “McVitie’s Chocolate Digestives are loved by so many households across the nation, who stock their cupboards with this biscuit bestseller time and time again. However, we recognise that we need to continue to evolve our range to attract new shoppers – including through our bestselling lines – by creating convenient new offerings that will appeal to a new generation of biscuit snackers.
“McVitie’s Digestives Milk Chocolate Minis does just that. Our multipack, which contains five individually wrapped snack packs and just 94 kcals per serving, is ideal for lunchbox moments, whilst our pouches are perfect for on-the-go or sharing with loved ones – at a time when the ‘togetherness’ trend is hotter than ever.”
Earlier this year, McVities launched the first leg of its True Originals Masterbrand campaign, which saw a return to screens encouraging the nation to ‘Bring Back The Biscuit Break’. Further marketing activity is set to return to TV screens from the 4th October.
The McVitie’s Digestives Milk Chocolate Minis multipack contain five19g bags at an RRP of £1.25 and the sharing pouch version will launch later this autumn at 80g for an RRP of £1.25.
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