McVitie’s has announced its biggest NPD for 2017 with the launch of its Digestives Thins.
Available in three variants – Milk Chocolate, Milk Chocolate Cappuccino and Dark Chocolate – McVitie’s Digestives Thins have been developed to attract a younger consumer and taps into the need for little, yet indulgent, rewards.
The firm says the thin and light biscuits let consumers enjoy the taste of McVitie’s Digestives biscuits in a ”modern and refined” way.
McVitie’s Digestives Thins will be available in 180g packs for £1.79. As McVitie’s hero NPD for 2017, the range has a forecast RSV of £12m for its first year in market and marks the business’ ongoing commitment to unlocking new occasions and opportunities for growth in the sweet biscuit category.
McVitie’s new range will be rolling out in Convenience from March, supported by a £4.6m integrated marketing campaign including TV advertising, digital and social media as well as a best in class shopper activation. The launch communication plan forms part of McVitie’s ongoing masterbrand campaign which in 2017 will receive £11.5m in marketing support across media and shopper.
McVitie’s marketing director Kerry Owens said: “The moments we take for ourselves are becoming increasingly pressured in today’s always-on environment. We know our consumers look for those opportunities to ‘take five’ with a little reward to treat themselves. McVitie’s Digestives Thins provide just that and we’re confident that this new range will delight consumers.”