Pladis is preparing to introduce the inaugural co-branded addition to its popular McVitie’s Digestives range: McVitie’s Gold Digestives. Leveraging three decades of adoration for its classic McVitie’s Gold Bars, McVitie’s Gold Digestives showcase the traditional golden-baked biscuit topped with the beloved taste of golden caramel that epitomizes the brand.
Crafted in response to consumer demand, this launch adds to a noteworthy track record of successful innovation for McVitie’s Gold. Pladis aims to capitalize on the triumph of its initial extension to McVitie’s Gold – the golden caramel-coated individual wafer bar, McVitie’s Gold Billions Wafer – which quickly gained popularity with shoppers upon its 2023 debut, securing the number two spot in the Impulse confectionery SKU lineup.
“McVitie’s Gold Digestives have been developed with the latest flavor trends in mind to unlock another potential revenue stream for retailers,” explains James King, Marketing Director – McVitie’s at Pladis UK&I. “You only have to observe other snacking categories to discern the potential for growth in the gold flavor trend. Gold confectionery, for instance, continues to rise in popularity. So, who better to bring this to the realm of biscuits than the nation’s top brand?”
“The indicators of success for McVitie’s Gold Digestives are promising. We have a strong track record in innovation for both McVitie’s Gold and McVitie’s Digestives, along with a devoted fanbase that has been lobbying for this release,” King adds. “An impressive 96% of 18-35-year-olds have already expressed interest in purchasing McVitie’s Gold Digestives (source: Kantar Concept Test, Sept 2023), highlighting a significant opportunity for retailers.”
McVitie’s Gold Digestives will be available in 232g packs containing 15 biscuits (RRP: £1.89), hitting shelves at Sainsbury’s starting from 7th July before expanding to various grocery, convenience, and wholesale outlets in mid-July. Independent retailers will have an exclusive chance to embrace the gold rush with a £1.99 PMP offer.
