Following the launch of McVitie’s Digestives Nibbles, the biggest sweet biscuit launch of the decade (Nielsen MAT 3/12/16), the UK’s number one sweet biscuit brand has announced a new addition to the range – McVitie’s Digestives Nibbles Milk Chocolate Orange.
Launching this summer and available in a 120g sharing pouch (rrp £1.99), the new variant will be rolling out across both grocery and convenience. The Digestives Nibbles range has a forecasted RSV of £20m for 2017 and has been supported with a £4m integrated marketing campaign throughout the year which includes TV, social, outdoor and PR.
McVitie’s Digestive Nibbles has added £12.9m to the biscuit category since the product launched last year and has been the biggest innovation in the biscuit market in over five years.
Kerry Owens, marketing director for sweet biscuits, said: “We’re extremely excited to be introducing the iconic chocolate and orange flavour to our popular Digestive Nibbles range. We’ve had really positive feedback since the range launched last year, and we’re confident that consumers will love this latest addition just as much – the perfect treat for sharing with family and friends!”