• Launch of McVitie’s Digestives Chocfilled Thins, featuring delicious solid chocolate centre sandwiched between two Thins biscuits
  • Introduction of McVitie’s Hobnobs Thins, extending the Thinsrange beyond McVitie’s Digestives for the first time

pladis, the global snacking company behind some of the UK’s most-loved snacks, has launched two brand-new additions in its popular McVitie’s Thins range: McVitie’s Digestives Chocfilled Thins and McVitie’s Hobnobs Thins.

McVitie’s Digestives Chocfilled Thins, are a major new biscuit innovation for 2018. Featuring two crunchy Digestives Thins sandwiched around a solid chocolate centre, they buck the trend for sandwiched biscuits by offering a solid core instead of a cream filling.

Harnessing the popularity of the Thins range, which launched in the UK in 2017, the new filled biscuits range has an anticipated RSV of £6.8m. They will be soldas 130g packs with an RISP of £1.79, available in two variants, Milk Chocolate and Double Choc.

Consumer researchby McVitie’s suggests that its new Chocfilled Thins will be a shared ‘we’ moment ofindulgence, enjoyed as part of the ‘daytime unwind’reflecting the snack’s shareable format.

The UK’s number one biscuit supplier has alsolaunched McVitie’s Hobnobs Thins, extending the Thins range beyond McVitie’s Digestives for the first time. The new Hobnobs format takes one of the UK’s top three selling biscuits[1], and reimagines it to create a delicately crisp and delicious snack.

Available in 170g packs with a RISP of £1.79, with a projected RSV of £4.5m, McVitie’s Hobnobs Thins is expected to recruit younger consumers into the category with its modern take on a classic biscuit.

Both McVitie’s Digestives Chocfilled Thins and McVitie’s Hobnobs Thins are available across grocery and convenience stores now.

Emma Stowers, Brand Director for McVitie’s at pladis UK&I, commented: “The Thins range is 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. We’re absolutely thrilled to extend the range further with the launches of McVitie’s Digestives Chocfilled Thins and McVitie’s Hobnobs Thins.

Earlier this year, McVitie’s was listed in the top five most chosen brands in Kantar Worldpanel’s 2018 UK Brand Footprint and McVitie’s Thins range won Sweet Biscuit launch of the year within The Grocer’s Top Products 2017.

About pladis

pladis is one of the world’s leading snacking companies and home to beloved brands including McVitie’s and Ulker. The company also distributes a curated selection of Godiva chocolate in the grocery channel to drive everyday luxury.

pladis also owns regional brands such as Jacob’s, go ahead!, Carr’s, Flipz, Verkade and many more, delighting consumers with products across the snacking category including sweet and savoury biscuits, wafer, cake, chocolate, gum and candy.

Formed in 2016, pladis is the proud steward of over 300 years of family baking and confectionery experience. The expertise of its 20,000-strong global workforce spans 34 factories in 13 countries, and is founded on collaboration, agility and resilience.

pladis is one of the fastest growing companies in the sector with annual revenues of £2.2 billion. As a responsible business, delivering the highest quality products and exceptional service, pladis’ products have the potential to reach more than 4 billion people across the world.

pladis people are passionate about collaboration and creation, using consumer insights and trends to fulfil its promise; ‘to bring happiness to the world with every bite’. This, combined with rapid speed to market, enables the company to bring its products from idea to on-shelf quickly, so they are available for consumers all over the world.

The company has already delivered a series of successful product innovations in the biscuit and chocolate categories since the group was created, which include Godiva Masterpieces developed especially for grocery channels, McVitie’s Nibbles and McVitie’s Chocolate Digestive Thins –  all products which have fast become firm favourites in pladis’ anchor markets.   


[1] IRI Total Convenience MAT Nov 17


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