McVitie's Nibbles bring bite-size sharing to biscuits

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United Biscuits is introducing chocolate Digestives in a bite-size format under the name McVitie’s Digestive Nibbles.

Available from the end of February, the product features chocolate-covered biscuit pieces to be enjoyed as a treat, particularly during the “evening sharing” occasion. Four varieties have been created - milk, dark, double chocolate and caramel.

For symbol groups and larger convenience stores that range will be available in 120g pouches (rrp £1.89), with smaller pouches pricemarked at £1 to be available through wholesale channels shortly.

Sarah Heynen, marketing director of sweet biscuits at United Biscuits, commented: “The launch of McVitie’s Digestives Nibbles is a significant moment for UB and the category, set to break new ground in sweet biscuits. This is an exciting proposition for the market, targeting a new evening sharing treat occasion for Biscuits.

“In testing, consumers responded incredibly positively to the range, particularly the balanced combination of chocolate and biscuit, and the new ‘nibbly nibble’ pieces. Alongside an equally positive response from customers, we are confident that this is a long-awaited true innovation for the category.”

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