McVitie's Digestives Fully Coated

Source: Pladis

Pladis is to revamp two main McVitie’s products with the launch of its new, premium ‘Fully Coated’ collection.

McVitie’s Digestives ‘The Fully Coated One’ and McVitie’s Hobnobs ‘The Fully Coated One’ will be launching into convenience and wholesale later this month (January 2021) with an RRP of £1.79.

“No biscuit aisle is complete without two of the most popular brands from our £457 million McVitie’s range, McVitie’s Digestives and McVitie’s Hobnobs,” says Emma Stowers, Brand Director for McVitie’s at pladis UK&I. “It’s safe to say that McVitie’s leads the everyday biscuits and everyday treats sub-categories thanks to these prominent brands.

“With the launch of our new, premium collection, we’re building on the momentum we’ve generated for the two brands – which were up by +35% between March and September this year – and delivering an extra special version of the biscuits consumers already love.

“We’re confident the McVitie’s ‘Fully Coated’ range will be well-received in the market, particularly because this time, we’re making two of our best-loved biscuits the focus. Given current circumstances, we also expect more consumers to prioritise affordable, at-home treats as we move into 2021.”