Pladis Enhances McVitie’s Digestives Range with Seriously Chocolatey VariantPladis Enhances McVitie’s Digestives Range with Seriously Chocolatey Variant Pladis has introduced a delectable addition to its renowned McVitie’s Digestives portfolio: McVitie’s Seriously Chocolatey Digestives. This new offering promises the ultimate chocolate indulgence, showcasing a combination of dark chocolate chunks and silky milk chocolate on a crunchy Digestive biscuit. Capitalizing on a Growing Market McVitie’s Seriously Chocolatey Digestives aims to tap into the increasing demand for indulgent treats during late afternoon and evening snacking occasions. Market research indicates that chocolate is a key driver of indulgence, particularly among younger and family shoppers. Impressive Market Performance In concept testing, 94% of under-45-year-olds expressed their intention to purchase the product, mirroring the success of McVitie’s White Chocolate Digestives, which generated £1.2 million in sales growth within its first six months of launch. Strategic Expansion McVitie’s Seriously Chocolatey Digestives is currently available in 250g packs at Morrisons (RRP: £1.99) and will soon grace the shelves of major supermarkets nationwide from July. Expert Insights James King, Marketing Director for McVitie’s at pladis UK&I, acknowledges the widespread appeal of McVitie’s during traditional snacking times, but also highlights the opportunity for growth during indulgent evening treats. “With McVitie’s Seriously Chocolatey Digestives, we’re bringing the growing popularity of multi-chocolate treats to everyday biscuit shops across the country,” said King. Targeting the Next Generation McVitie’s Seriously Chocolatey Digestives is poised to attract both loyal fans and a new generation of snack lovers, extending the brand’s already robust presence in the everyday biscuit category.
pladis has launched a dream addition to its bestselling McVitie’s Digestives range: McVitie’s Seriously Chocolatey Digestives.
McVitie’s Seriously Chocolatey Digestives are the chocolateiest version of Digestives yet and have been specially developed to help retailers capture an untapped opportunity for more everyday treats.
This latest launch features three chocolates that deliver three times the indulgence. It’s a crunchy Digestive biscuit with dark chocolate chunks and a topping of the brand’s signature silky milk chocolate.
In concept testing, 94% of under-45s said they intended to buy the product, making this latest launch a great opportunity to follow the success of McVitie’s White Chocolate Digestives, which saw sales increase by £1.2m in its first six months on the shelves, making it the biggest launch in the category in two years.
McVitie’s Seriously Chocolatey Digestives are available now in 250g packs from Morrisons (RRP: £1.99) and will be on the shelves of all major supermarkets from July.
This decadent introduction is set to follow in the footsteps of the hugely successful launch of McVitie’s White Chocolate Digestives, which generated £1.2m in sales growth in its first six months on shelves, going on to become the biggest launch in the category in two years (NielsenIQ Panel).
James King, Marketing Director for McVitie’s at pladis UK&I, notes how popular McVitie’s is when it comes to a morning cup of tea or a post-lunch pick-me-up.
“But our research shows there is room for further growth in late afternoon and evening snacking, when shoppers are looking for something a little more indulgent,” said King. “And when shoppers think indulgence, they think chocolate – it’s the number one driver of indulgence, especially among younger and family shoppers. With this in mind, McVitie’s Seriously Chocolatey Digestives is set to take this a step further by bringing the growing popularity of multi-chocolate treats to everyday biscuit shops across the country.”
“After performing exceptionally well in concept testing, with 94% of under-45s indicating they intend to purchase, McVitie’s Seriously Chocolatey Digestives is well positioned to extend the love for our best-selling everyday biscuit range and satisfy the chocolate cravings of both our existing fan base and the next generation of snack shoppers.”
McVitie’s Seriously Chocolatey Digestives are available now from Morrisons in 250g packs (RRP: £1.99) and will be on the shelves of all major supermarkets from July.
