Pladis has extended its McVitie’s biscuit portfolio with the introduction of four new flavours to its Chocolate Digestives and Hobnobs lines inspired by British desserts.
The new limited-edition McVitie’s British Icons range will initially feature four dessert-inspired and treat-focused flavours.
McVitie’s Milk Chocolate Digestives are taking on a fruity new form with the addition of strawberry cheesecake and lemon drizzle flavours.
Meanwhile, the additions to the Milk Chocolate Hobnobs line will incorporate a touch of indulgence with new chocolate brownie and sticky toffee pudding flavours.
Emma Stowers, brand director for McVitie’s at Pladis UK&I, said: “Now, we’re adding brand-new flavours to these shopper favourites, and the on- trend, treaty flavour combinations – will further build on the on the success of our established McVitie’s range – helping the brand appeal to even more shoppers.
“Innovation is crucial when it comes to keeping shoppers engaged with what’s on offer in the biscuit aisle. This is particularly important for younger shoppers who are increasingly seeking unusual and exciting flavour experiences.”
Over the last year, Pladis has launched new innovative flavours within its established brands such as McVitie’s Jaffa Cakes Pineapple and new Chocolate Digestives flavours inspired by traditional British sweet treats. According to Pladis, the ‘Best of British’ McVitie’s Chocolate Digestives range has achieved value sales worth £5 million since its launch in February.
The McVitie’s British Icons range is available from Asda for an RRP of £1.59 and will roll out across other major retailers from January including Sainsbury’s, Tesco and Morrisons.
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