Pladis is putting a spin on its classic digestive biscuits with the launch of McVitie’s Digestives Twists.
Available in two combination flavours: chocolate chip & caramel; and chocolate chip & coconut, the new launch is designed to appeal to younger shoppers and each 276g pack carries an rrp of £1.25.
Emma Stowers, brand director for McVitie’s at Pladis UK & Ireland, said: “We’re thrilled to be launching a brand-new range inspired by our classic McVitie’s Digestives that will enable us to extend appeal and bring our much-loved brand to a younger audience.
“We know that on-trend flavour and texture combinations, such as caramel and coconut [Nielsen Total Grocery MAT 15.07.18 vs MAT LY], are helping to drive overall category growth for sweet biscuits – and we’re set to tap into this insight with our new McVitie’s Digestives Twists.”
McVitie’s Digestives Twists will roll-out to convenience stores at the end of this month. Like the rest of the McVitie’s range, the products’ packaging will be recyclable through Pladis’ partnership with Terracycle.