Pladis aims for indulgent treats with the most chocolatey McVitie’s Digestives to date.

Pladis aims for indulgent treats with the most chocolatey McVitie’s Digestives to date, designed to help retailers capitalize on an exciting opportunity for more indulgent everyday snacks.

This latest offering is the richest chocolate version of Digestives yet, featuring three types of chocolate for triple the delight. McVitie’s Seriously Chocolatey Digestives consist of a crunchy cocoa biscuit packed with dark chocolate chips and topped with the brand’s signature silky-smooth milk chocolate.

With 94% of consumers under 45 expressing purchase intent in concept testing, this new product is well-positioned to build on the success of McVitie’s White Chocolate Digestives, which generated £1.2 million in incremental sales during its first six months on shelves, making it the largest launch in the category in two years.

Pladis aims for indulgent treats with the most chocolatey McVitie’s Digestives to date, which are now available in 250g packs at Morrisons (RRP: £1.99) and will be launched in all major supermarkets starting in July.

This decadent launch seeks to emulate the success of McVitie’s White Chocolate Digestives, which achieved impressive sales during its initial release period and became the leading product in its category (NielsenIQ Panel).

James King, marketing director for McVitie’s at pladis UK&I, highlights the brand’s strong reputation as a favorite choice for morning tea breaks or post-lunch snacks. “However, our research suggests there’s ample room for growth in late afternoon and evening snacking, as consumers look for something a bit more indulgent,” King explains. “When shoppers think indulgence, chocolate is the top choice, especially among younger and family-oriented consumers. Pladis aims for indulgent treats with the most chocolatey McVitie’s Digestives to date, bringing the growing trend of multi-chocolate treats to biscuit shelves across the country.”

Having performed exceptionally well in concept testing, with 94% of under 45s indicating interest in purchasing, McVitie’s Seriously Chocolatey Digestives are set to extend the appeal of McVitie’s beloved everyday biscuit range and satisfy the chocolate cravings of both loyal customers and the next generation of snack lovers.

McVitie’s Seriously Chocolatey Digestives are currently available at Morrisons in 250g packs (RRP: £1.99) and will be available in all major supermarkets starting this July.