Pladis is to highlight its “support for British farmers and a commitment to British wheat,” with a new design across the McVitie’s Digestives Original biscuits range.
Rolling across grocery, wholesale and convenience channels from the end of July, the pack declares the use of ‘100% British Wheat’ and ‘Partnering with Farmers.’ The image addresses the growing importance of provenance to British consumers who want to better understand where and how their food is produced.
It further underlines Pladis’ commitment to supporting British farming through its Back to Farm programme, it said, a scheme which involves just over 50 farmers, providing financial and practical support to help them introduce regenerative farming methods.
Jennifer Parise, director for procurement, said: “We’re proud to showcase our commitment to British farmers – and therefore our Back to Farm programme – on-pack by letting progressively knowledgeable and engaged consumers know we use only British-grown wheat in all our McVitie’s Original Digestives.
“Our goal is to have over 50% of all wheat used in our UK-baked products grown through our Back to Farm programme by the end of 2030, and having more growers and more land farmed as part of our programme is critical to this.”
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