Unlock a Gold-en opportunity in the biscuit aisle
GLOBAL snacking company Pladis has unveiled the latest limited edition flavours for its McVitie’s Digestives range with its new Gold Digestives.
Aiming to leverage the appeal of McVitie’s Gold Bars to the Digestives brand, the snacking giant is set to launch a limited edition collaboration between the two in July this year.
The new McVitie’s Gold Digestives feature the brand’s classic golden-baked digestive biscuit topped with the much-loved taste of golden caramel chocolate, synonymous with the McVitie’s Gold brand.
The limited edition biscuits will hit Sainsbury’s shelves on 7 July before rolling out more widely across grocery, convenience and wholesale from mid-July, Pladis says, with an RRP of £1.89 and a £1.99 price-marked format.
The new launch for the massive biscuit brand sees Pladis aiming to tap into the rising popularity for the blond chocolate trend – a kind of white chocolate that has been caramelised to provide a unique flavour.
James King, marketing director for McVitie’s at Pladis UK&I, said: “McVitie’s Gold Digestives have been created with the latest flavour trends in mind to unlock another golden sales opportunity for retailers.
“You only have to look at other snacking categories to see the further scope for growth when it comes to the gold flavour trend.
“Take gold confectionery, which continues to grow in popularity. So, who better to bring this to biscuits than the nation’s number one?
“The signs of success for McVitie’s Gold Digestives are strong. We’ve got a great track record when it comes to innovation for both McVitie’s Gold and McVitie’s Digestives, and we have an established, passionate fanbase who have been petitioning for this launch.
“Even better is that an overwhelming 96% of 18-35-year-olds have already expressed intent to purchase McVitie’s Gold Digestives, clearly signalling the opportunity for retailers.”
