McVitie’s builds on the fruity flavours trend with new Digestives
GLOBAL snacking firm pladis has added a new berry variant to the McVitie’s Digestives range with the new Pink Digestives.
Adding a whole new variant to the beloved biscuit brand, the new Digestives Pink come with a Raspberry & Cream chocolate flavoured topping as the brand is set to offer consumers a moreish sweet treat option.
The Limited Edition launch will be available from Sainsbury’s stores from 16 June for an RRP of £2.35. The variant will also roll out more widely across other multiple retailers, wholesale depots and convenience stores from July with a £2.25 PMP format also available.
The new variant makes up part of the 100th anniversary celebrations for the McVitie’s Chocolate Digestive as pladis continues it landmark year with bold new introductions.
Benazir Barlet-Batada, marketing director at pladis UK&I, said: “As we continue to celebrate 100 years of McVitie’s Chocolate Digestives, we wanted to mark the next chapter in our history by reinventing the nation’s favourite.
“We know consumers are currently enjoying nostalgic flavours across a wide range of food and drink products, and that nostalgia in food ins’t just about recreating the past, it’s about rediscovering it in a way that feels new and exciting. Meanwhile, pink is also still trending as a popular colour across food and drink.
“Our new Pink Digestives are fun, fresh and packed with fruity flavour, designed to delight loyal Digestives fans and foodies alike.”
