The limited edition golden-baked McVitie’s Digestives are topped with a raspberry and cream flavour coating and aim to bring together nostalgic flavours in a “fun, fruity and moreish bite”.
Launched as part of the 100 years of McVitie’s Chocolate Digestives celebrations, the pink digestives go on sale in Sainsbury’s from 16 June, before rolling out more widely to other multiple retailers, wholesale depots and convenience stores in July.
The biscuits retail at £2.35 per pack, while price marked packs are available at £2.25.
Benazir Barlet-Batada, marketing director for the UK and Ireland at McVitie’s owner Pladis, commented: “As we continue to celebrate 100 years of McVitie’s Chocolate Digestives, we wanted to mark the next chapter in our history by reinventing the nation’s favourite.
“We know consumers are currently enjoying nostalgic flavours across a wide range of food and drink products, and that nostalgia in food isn’t just about recreating the past, it’s about rediscovering it in a way that feels new and exciting. Meanwhile pink is also still trending as a popular colour across food and drink.
“Our new Pink Digestives are fun, fresh and packed with fruity flavour, designed to delight loyal Digestives fans and foodies alike.”
Pladis was established in 2016 and owns snacking brands such as McVitie’s, Jacob’s, Carr’s, Go Ahead and Flipz. The manufacturer employs 16,000 people across 27 bakeries in 11 countries, including six bakeries in the UK.
Mete Buyurgan became the CEO of Pladis in the UK and Ireland earlier this year following the promotion of David Murray to the newly created role of global chief commercial officer.
Meanwhile, Pladis announced earlier this month that it has expanded its presence within Asia as part of the firm’s aim to grow its global footprint.
This announcement was made after the firm launched its commercial enterprise and distribution centre in Tashkent, which is the capital city of Uzbekistan.
