Pladis launches Digestives range

By James Ridler

- Last updated on GMT

McVitie's Chocolate Chip & Coconut, one of two lines in the new Digestives Twists range, will be available in Asda before a larger roll-out
McVitie's Chocolate Chip & Coconut, one of two lines in the new Digestives Twists range, will be available in Asda before a larger roll-out
Pladis is set to launch two new additions to its McVitie’s Digestives range of biscuits, in a bid to drive younger customers to the brand.

Digestives Twists will be available in two flavours, Chocolate Chip & Caramel and Chocolate Chip & Coconut, and were described as having the crunch and crumbly texture of a traditional digestive biscuit.

Market research by the biscuit manufacturer found the new products had strong appeal among younger consumers, with 80% of 18- to 34-year-olds praising the ‘exciting flavour combinations’.

Growing interest

It also found that younger consumers were showing growing interest in everyday flavoured biscuits – with under-45s making up almost half (46%) of shoppers buying into these products.

Commenting on the launch, brand director for McVitie’s at Pladis UK & Ireland Emma Stowers said: “We’re thrilled to be launching a brand-new range inspired by our classic McVitie’s Digestives that will enable us to extend appeal and bring our much-loved brand to a younger audience.

“We know that on-trend flavour and texture combinations, such as caramel and coconut, are helping to drive overall category growth for sweet biscuits – and we’re set to tap into this insight with our new McVitie’s Digestives Twists.”

Available mid-April

McVitie’s Digestives Twists Chocolate Chip & Caramel and Chocolate Chip & Coconut will be available in 276g packs for a retail sale price of £1.25 from Asda in mid-April, followed by further roll-out across multiple retail and convenience stores. Packaging will be recyclable through Pladis’ partnership with Terracycle.

Meanwhile, Pladis’ Carlisle McVitie’s plant is set to appear on UK television screens this week,​ in the next episode of the Channel 5 programme Secrets of the McVitie’s Factory​.

Scheduled for broadcast on Thursday (4 April) at 9pm, the show will follow 24 hours on the shop floor at the factory and explore its history as one of the oldest biscuit factories in the world.

Related topics: NPD, Ambient foods

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