McVitie’s flies the flag with British-inspired Chocolate Digestives flavours

The new varieties are Marmalade on Toast, Strawberries & Cream and Cherry Bakewell, and shoppers will also be encouraged to vote for their favourite new flavour by using the hashtag #SaveYourFave across social media channels from 23 March 2020 onwards. The winner will become a permanent fixture in the range.

Emma Stowers, brand director for McVitie’s at Pladis UK&I, commented: “Team GB and McVitie’s both have a proud heritage and have been bringing British people together for many years.

“As part of our partnership we knew that we wanted to create a big buzz around this year’s Olympic Games and help the nation cheer on Team GB from their own homes. And, what better way to do this than by launching a range of distinctively British, limited-edition flavours to the McVitie’s Chocolate Digestives range?

“We know that younger consumers are particularly excited about innovative flavour combinations and unusual taste profiles. By introducing these novel flavours, we’ll enable shoppers across the UK to get behind Team GB by enjoying the ultimate British tradition: a cup of tea and a biscuit.”

To further celebrate the connection with Team GB, a ‘proud partner’ logo, will be rolled out across the entire McVitie’s biscuits and cakes ranges.

The McVitie’s Best of British Chocolate Digestives range are available in 250g packs at an rrp of £1.50. Packaging is recyclable through Pladis’ partnership with Terracycle.