Snacking company pladis is putting a new spin on its classic McVitie’s Digestives with the launch of McVitie’s Digestives Twists.
Combining the crunch and crumbly texture of digestives with new flavours and textures, Chocolate Chip & Caramel and Chocolate Chip & Coconut, McVitie’s Digestives Twists are available in two flavour combinations that will drive excitement and incremental sales among younger shoppers.
“We’re thrilled to be launching a brand-new range inspired by our classic McVitie’s Digestives that will enable us to extend appeal and bring our much-loved brand to a younger audience,” said Emma Stowers, brand director for McVitie’s at pladis UK&I.
“We know that on-trend flavour 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 new McVitie’s Digestives Twists.”
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. They will launch in Asda in mid-April, followed by further roll-out across multiple retail and convenience.