Pladis is launching McVitie’s Milk Chocolate Digestives in two new mini formats. The McVitie’s Digestives Milk Chocolate Minis multipack – containing five 19g bags at an rrp of £1.25 – has started rolling out in Tesco stores. The sharing pouch version (80g, rrp £1.25) will be following later this autumn. Both formats – as well as a price-marked pack – will be available to convenience stores.

Minis has been created to extend the appeal of the UK’s number one biscuit (Nielsen data) further, by making it suitable for new occasions, including on-the-go, lunchtime and sharing.

“McVitie’s Chocolate Digestives are loved by so many households across the nation, who stock their cupboards with this biscuit best seller time and time again,” says Aslı Özen Turhan, chief marketing officer at pladis UK&I. “However, we recognise that we need to continue to evolve our range to attract new shoppers – including through our best-selling 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, while 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, McVitie’s launched the first leg of its True Originals Masterbrand campaign, which saw it return to screens encouraging the nation to Bring Back The Biscuit Break. Further marketing activity – including a return to TV screens – is kicking off now.