United Biscuits (UB) has launched McVitie’s Digestives Nibbles, offering McVitie’s Digestive biscuit taste in a chocolatey bite-size format.

Available in a re-sealable pouch in four variants – Milk Chocolate, Dark Chocolate, Double Chocolate and Caramel – McVitie’s Digestives Nibbles will be available in a 120g pouch (£1.89 RISP), with a price-marked variant due to launch later this year.

Rolling out from the end of February, the new range will be supported by more than £4m in media investment, including TV advertising, digital and social media. Significant investment has also been made across shopper channels through impactful POS displays and eye-catching shippers in grocery, as well as clip strips and gondola end toppers in convenience.

Sarah Heynen, marketing director of sweet biscuits at United Biscuits, commented: “The launch of McVitie’s Digestives Nibbles is a significant moment for UB and the category, set to break new ground in sweet biscuits. This is an exciting proposition for the market, targeting a new evening sharing treat occasion for Biscuits.

“In testing, consumers responded incredibly positively to the range, particularly the balanced combination of chocolate and biscuit, and the new ‘nibbly nibble’ pieces. Alongside an equally positive response from customers, we are confident that this is a long-awaited true innovation for the category.”

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