Champion: McVitie’s Seriously Chocolatey Digestives
Layered with no less than three types of chocolate – a crunchy cocoa digestive biscuit, dark choc chips and McVitie’s signature milk chocolate topping – these Seriously Chocolatey Digestives were created by the biscuit giant as a way to tap demand for more indulgent everyday treats, following the £1.2m in incremental sales delivered by McVitie’s White Digestives in their first six months on shelf.
The brand more than delivered, felt our judges, who enjoyed the “lovely concept of triple chocolate” – an enticing USP that would help bring in new biscuit fans as well as loyalists. “Great crunch, great chocolate impact, even better from the fridge,” summed up one of our judges.
Register your interest for the New Product & Packaging Awards 2026
Gold
- McVitie’s Seriously Chocolatey Digestives
- McVitie’s Jaffa Cakes Hot Honey Flavour
Silver
- Bahlsen Hazelnut Cream and Choc
- McVitie’s Pink Raspberry & Cream Flavour Digestives
Bronze
- Nadiya Aromatic Spiced Caramel Banana Loaf
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