McVitie’s is introducing new packaging across its Original Digestives range to highlight its use of 100% British wheat and support for British farming.
The new packs feature the messages ‘100% British Wheat’ and ‘Partnering with Farmers’, reflecting growing consumer interest in the provenance of food products.
The update also shines a light on pladis’ Back to Farm programme, which supports more than 50 British farmers with financial and practical assistance to help introduce regenerative farming methods.
According to pladis, more than 4,000 hectares are already being farmed using regenerative practices through the scheme, producing over 30,000 tonnes of grain – roughly equivalent to the annual wheat requirement for McVitie’s Original Digestives.
The company aims for more than 50% of all wheat used in its UK-baked products to be grown through the Back to Farm programme by the end of 2030.
