Pladis has expanded its McVitie’s portfolio with the launch of a lighter version of the brand’s Digestives biscuits, called McVitie’s Digestives Wholesense.
McVitie’s Digestives Wholesense offers the “salty-sweet flavour” of a McVitie’s Digestive. Exempt from the government’s upcoming HFSS restrictions, the lighter offering contains 30% less sugar and 50% more fibre than the average digestive biscuit.
David Titman, marketing director – McVitie’s at Pladis UK&I, said: “Our mission to help shoppers enjoy our portfolio of products as part of a balanced diet is already well underway. In 2020, we reduced sugar in nine of our bestselling biscuits – and took this a step further earlier this year with the launch of McVitie’s Rich Tea Delights.”
He continued: “Of course, plenty of us turn to the biscuit category for a little pick-me-up or a touch of indulgence, but for those looking for something healthier, we’re continually seeking ways to extend our offering. By catering to evolving shopper needs and showcasing the diversity of the McVitie’s portfolio, we’re enabling more and more Brits to enjoy our biscuits – demonstrating that they don’t need to be sacrificed entirely to enjoy a healthier lifestyle.”
McVitie’s Digestives Wholesense is available across multiple retail, convenience and wholesale stores for an RRP of £1.59 per 300g pack.
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