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New flavour combos with McVitie’s Digestive Twists

Snacking company pladis is putting an 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 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 is the UK’s 4th largest food brand and is present in 21.5 million households, so NPD that builds on our classic range, such as McVitie’s Digestives Twists, points to a clear opportunity for retailers to grow their biscuit sales – all with the help of Britain’s Biggest Biscuit Brand.”

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. Packaging will be recyclable through pladis’ partnership with Terracycle.

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