Pladis, the renowned global snacking enterprise responsible for beloved and iconic UK brands, is taking another substantial step into the snacking world by introducing two new miniature versions of the UK’s top-selling biscuit.
McVitie’s Digestives Milk Chocolate Minis have been crafted to broaden the reach of the beloved top-ranking biscuit, expanding its suitability for various occasions such as on-the-go snacking, lunchtime treats, and sharing moments. This fresh introduction will be available on supermarket shelves starting this week in a multipack configuration, with sharing pouches set to arrive later this year.
McVitie’s Milk Chocolate Digestives, currently valued at £108.8 million in retail (a growth of 23.1%), has undergone a transformation into a bite-sized rendition. This development comes on the heels of the recent introduction of McVitie’s White Chocolate Digestives, where the brand expanded its core product range to resonate with a fresh audience of shoppers.
“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,” 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 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.”
These launches are a continuation of pladis’ strategy over the past few years, wherein they’ve expanded their primary snacking offerings by leveraging current food trends to innovate new iterations of their well-known brands.
Özen Turhan continues, “McVitie’s Rich Tea ‘The Light One’ was launched in 2022 to give shoppers even more choice on the biscuit aisle, and the product is now one of the most popular non-HFSS SKUs in biscuits.
“Meanwhile, McVitie’s White Chocolate Digestives are already worth £1M in retail, after just 6 weeks on supermarket shelves.
“We’re confident that McVitie’s Digestives Milk Chocolate Minis will follow in similar footsteps, driving a new generation of snackers to the biscuit aisle, and opening the door to new sales opportunities for retailers in the process.”
The latest McVitie’s release coincides with a period of exceptional brand visibility. Earlier this year, McVitie’s initiated the initial phase of its True Originals Masterbrand campaign, which marked its return to television screens, inspiring the nation to rediscover the joy of the biscuit break. Additional marketing endeavors, including a resurgence on TV screens, are set to commence on October 4th.
The McVitie’s Digestives Milk Chocolate Minis multipack, featuring five 19g bags at a suggested retail price of £1.25, has begun appearing on the shelves of Tesco stores. The sharing pouch variation, weighing 80g and priced at £1.25, will be introduced later this autumn. These options, along with a Price-Marked Pack (PMP), will be accessible to convenience stores and wholesalers.
