McVitie’s looks to iconic British desserts for flavour inspiration

McVitie's Lemon Drizzle Digestives
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Pladis has introduced four new, on-trend flavours to its bestselling McVitie’s Milk Chocolate Digestives and McVitie’s Milk Chocolate Hobnobs brands, under a new dessert-inspired limited-edition range: McVitie’s British Icons.

Available in new Strawberry Cheesecake and Lemon Drizzle flavours, McVitie’s Milk Chocolate Digestives will take on a fruity new form, whilst McVitie’s Milk Chocolate Hobnobs will incorporate a touch of indulgence in Chocolate Brownie and Sticky Toffee Pudding flavours.

The new launches are intended to attract consumers between the ages of 25 and 40 to the biscuit aisle – and the everyday treats sub-category – whilst driving purchasing frequency among existing McVitie’s shoppers.

“McVitie’s Chocolate Digestives and McVitie’s Chocolate Hobnobs are two of our star performers – and you’d be hard-pushed to find a UK shopper who’s never tried one of these iconic biscuits,” said Emma Stowers, Brand Director for McVitie’s at pladis UK&I.

“Now, we’re adding brand-new flavours to these shopper favourites, and the on-trend, treaty flavour combinations will further build on the success of our established McVitie’s range – helping the brand appeal to even more shoppers.”

The McVitie’s British Icons range will roll out across grocery, wholesale and convenience from January with an RSP of £1.59. It is currently available in Asda.

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