Pladis is gearing up for the most significant launch of the McVitie’s Digestive brand in a decade, with hopes of attracting younger shoppers and families in search of new biscuit flavors. Aslı Özen Turhan, Chief Marketing Officer at Pladis UK&I, explains the iconic status of the McVitie’s Chocolate Digestive, stating that it has become a staple in British homes, with a staggering 60 million packs consumed annually. Building on this success, Pladis has taken its expertise in creating delectable biscuits and introduced an extraordinary new creation: the McVitie’s White Chocolate Digestive.
With a luscious coating of white chocolate, the golden baked Digestive biscuits are elevated to new heights, promising an unforgettable snacking experience. The brand expects this innovative twist to not only capture the attention of existing loyal consumers but also to entice new shoppers, resulting in a surge of popularity for McVitie’s as it appears on even more shopping lists. This presents a prime opportunity for retailers to drive additional sales in the biscuit category.
While the biscuits market has witnessed numerous advancements over the years, none have been as popular with shoppers as McVitie’s. This can be attributed to the brand’s unwavering commitment to delivering exceptional taste and quality consistently. McVitie’s White Chocolate Digestives are set to uphold this tradition of excellence. Pladis is thrilled to offer shoppers an expanded range of snacking options, confident that the latest addition will find great favor among consumers.
The product will be made available to convenience stores and wholesalers, and a price-marked pack costing £1.99 will be introduced alongside the launch. This strategic move ensures that the exciting new product is easily accessible to a wide range of consumers, contributing to its potential for remarkable success in the market.