• pladis UK&I is expanding its £117 million[1] McVitie’s Digestives brand with the launch of McVitie’s Digestives Twists – an on-trend and innovative adaptation of the classic
  • McVitie’s Digestives Twists will be available in two delicious flavours: Chocolate Chip & Caramel and Chocolate Chip & Coconut
  • The launch will drive incremental sales amongst younger shoppers looking for exciting flavour and texture combinations

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is putting an innovative spin on its classic McVitie’s Digestives with the launch of McVitie’s Digestives Twists.

Combining the classic crunch and crumbly texture of Digestives with new exciting flavours and textures, Chocolate Chip & Caramel and Chocolate Chip & Coconut, McVitie’s Digestives Twists are available in two on-trend flavour combinations that will drive excitement and incremental sales among younger shoppers.

“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,” says Emma Stowers, Brand Director for McVitie’s at pladis UK&I. “We know that on-trend flavour and texture combinations, such as caramel and coconut[1], 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.”

With tasty flavour explosions in every bite, McVitie’s Digestives Twists are the perfect treat for consumers to enjoy whilst taking time out to unwind with family and friends. In market research, McVitie’s Digestives Twists had strong appeal amongst younger consumers, with 80% of 18-34-year-olds praising the ‘exciting flavour combinations’[2]. Research also shows that younger consumers are showing real interest in everyday flavoured biscuits – with under-45s making up almost half (46%) of shoppers buying into these products[3].

“McVitie’s is the UK’s 4th largest food brand and is present in 21.5 million households[4], so NPD that builds on our classic range, such as McVitie’s Digestives Twists, points to a clear opportunity for retailers to grow their biscuit sales – all with the help of Britain’s Biggest Biscuit Brand[5].”

McVitie’s Digestives Twists Chocolate Chip & Caramel and McVitie’s Digestives Twists Chocolate Chip & Coconut will be available in 276g packs for an RSP of £1.25. They will launch in Asda in mid-April, followed by further roll-out across multiple retail and convenience. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).

Summary of McVitie’s Digestives Twists range availability:

McVitie’s Digestives Twists Chocolate Chip & Caramel, 276g
RSP: £1.25

McVitie’s Digestives Twists Chocolate Chip & Coconut, 276g
RSP: £1.25

[1] Kantar Worldpanel Total Sweet Biscuits 52 w/e 30.12.18

[1] Nielsen Total Grocery MAT 15.07.18 vs MAT LY

[2] Toluna Concept Screener, date July 2018

[3] Nielsen Total Grocery MAT 15.07.18 vs MAT LY

[4] Consumer reach points study

[5] Nielsen Scantrack value sales 52 w/e 30.12.18

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