Pladis says that it is building on the continuing success of McVitie’s Chocolate Digestives with a festive range.
The seasonal line-up will include McVitie’s Gingerbread Flavour Milk Chocolate Digestives, and festive redesigns for year-round favourites Milk Chocolate Hobnobs and White Chocolate Digestives. The latter has become the category’s biggest launch in the past two years, says Pladis.
Sweet seasonal biscuits were worth £178 million in 2023, according to Nielsen for the 18 weeks to December 30 2023.
And McVitie’s marketing director James King says that the sector saw double digit growth last year as shoppers on a budget spent more time with loved ones in their own home.
“As Brits continue to face price pressure across many aspects of everyday life, we’re expecting a similar pattern in 2024,” he says.
Each of the three McVitie’s festive lines retail at £1.89.
