Pladis launches ‘Best of British’ McVitie’s Chocolate Digestives
Pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is adding new, limited edition ‘Best of British’ flavour variants to its £59 million McVitie’s Chocolate Digestives brand, to celebrate its sponsorship of Team GB in the upcoming Tokyo 2020 Olympic Games.
The new quintessentially British flavours are: Marmalade on Toast, Cherry Bakewell and Strawberries and Cream. Consumers will also be encouraged to vote for their favourite new flavour by using the hashtag #SaveYourFave across social media channels, from 23 March onwards. The winner will then become a permanent fixture in the McVitie’s Chocolate Digestives range.
Emma Stowers, brand director for McVitie’s at Pladis UK & Ireland, commented on the launch: “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?
“As the nation’s Biggest Biscuit Brand, we’re present in 27 million households in the UK. The introduction of these never-before-seen flavours will help retailers to drive interest in, and sales for, McVitie’s when national interest around the Olympic Games is at an all-time high.”
The latest products in the McVitie’s range provide an opportunity for retailers to capitalise on higher-frequency purchases amongst existing shoppers and to drive sales amongst younger consumers.
“We know that younger consumers are particularly excited about innovative flavour combinations and unusual taste profiles,” continued Stowers. “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.”
The launch of the Best of British Chocolate Digestives comes as the brand begins to roll-out a ‘proud partner’ logo on the packaging of its biscuits and cakes ranges. Packs to benefit from the refreshed look will include bestsellers such as McVitie’s Milk Chocolate Digestives, McVitie’s Rich Tea and McVitie’s Digestives Caramel Millionaire Slices.
The McVitie’s Best of British Chocolate Digestives range will be available in 250g packs at an RRP of £1.50 across multiple retail and convenience stores and wholesalers. The packaging will be recyclable through Pladis’ partnership with Terracycle (www.terracycle.co.uk).