McVitie’s shows its dark caramel side

United Biscuits (UK) is extending its McVitie’s Caramel Digestives range with the launch of a new limited edition Dark Chocolate variant. Available from the end of April, this new variant will be available to buy in a 300g format at a RRP of £2.29. 

The packaging will feature a dark chocolate brown flash communicating the limited edition nature of the new variant, as well as highlighting the following information in a tick box format:

– 45% wheat & wholemeal goodness

– No artificial flavours or colours

– No hydrogenated vegetable oil

– Good source of fibre

Sarah Heynen, marketing director of Sweet Biscuits at UBUK comments, “The extension of the McVitie’s Caramel Digestives range will provide retailers with an opportunity to capitalise on the existing popularity of the range which is currently worth £11m and growing by 6%. Limited edition variants such as these bring excitement to a category and will drive incremental sales for retailers.”