Pladis launches new McVitie’s Thins variants

By James Ridler contact

- Last updated on GMT

Two new products have been added to the McVitie's thins range
Two new products have been added to the McVitie's thins range
Pladis has launched two new additions in its McVitie’s Thins range, marking the debut of the first non-digestive biscuit into the line.

McVitie’s Digestives Chocfilled Thins feature two crunchy Digestives Thins sandwiched around a chocolate centre. Unlike some other sandwich-style biscuits, the Thins have a solid centre instead of a soft cream filling.

The biscuits are available in two variants, Milk Chocolate and Double Choc, and are targeted at consumers as a ‘daytime unwind’, capitalising on their shareable format.

Also joining the range are Hobnobs Thins, extending the range beyond McVitie’s Digestives for the first time. Pladis hoped the product would appeal to younger consumers with its ‘modern take on a classic biscuit’.

Important innovation platform

Emma Stowers, brand director for McVitie’s at Pladis UK and Ireland, said the Thins range was an important innovation platform for McVitie’s.

“Since the first McVitie’s Digestives Thins launch last year, its popularity has grown quickly and consistently, with retail sales of £17m to date,”​ she added.

“We’re absolutely thrilled to extend the range further with the launches of McVitie’s Digestives Chocfilled Thins and McVitie’s Hobnobs Thins.”

Chocfilled Thins will be sold in 130g packs, priced at £1.79 each, while the Hobnobs Thins will be available in 170g packs for £1.79. Both are available in grocery and convenience stores now.

Meanwhile, in May, Pladis’ Dee Smith reveals how continuous investment, community work and a focus on staff health and wellbeing​ translated into a positive working culture.

Related topics: NPD, Ambient foods

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