In an exciting launch, McVitie’s has unveiled limited edition golden-baked Digestives adorned with a tantalizing raspberry and cream flavor coating. These biscuits aim to evoke nostalgic flavors in a “fun, fruity and moreish bite”.
This launch is part of the 100th anniversary celebration of McVitie’s Chocolate Digestives. The pink Digestives will be available in Sainsbury’s starting June 16, before expanding to other major retailers, wholesale distributors, and convenience stores in July.
Retailing at £2.35 per pack, price-marked packs can be purchased for £2.25.
Benazir Barlet-Batada, marketing director for the UK and Ireland at McVitie’s parent company, Pladis, stated: “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 isn’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.”
Pladis, established in 2016, owns well-known snacking brands such as McVitie’s, Jacob’s, Carr’s, Go Ahead, and Flipz.
The company employs 16,000 individuals across 27 bakeries operating in 11 countries, including six bakeries located in the UK.
On April 6, Mete Buyurgan assumed the role of CEO of Pladis in the UK and Ireland, following the promotion of David Murray to the newly created position of global chief commercial officer.
Earlier this month, Pladis announced the expansion of its presence within Asia, furthering the company’s goal to enhance its global footprint.
This announcement followed the firm’s launch of its commercial enterprise and distribution center in Tashkent, the capital city of Uzbekistan.
