The biscuit manufacturer has added a mint variant to its chocolate digestives brand for the first time to encourage consumers to trade up to products at the top end of the everyday treat category.
It joins Chocolate & Orange Digestives, which McVitie’s launched in February this year and which, according to United Biscuits, reached sales of £1.8m after the first 20 weeks.
The company has also added a White Choc Chip ‘n’ Chunk cookie to the range it launched at the start of the year, which will benefit from a £1.6m advertising campaign for all cookie brands this year.
Mint Digestives come in a 300g format (rsp: £1.05) and White Choc Chip ‘n’ Chunk in a 150g bag (rsp 59p). Both will be on shelves from the middle of next month.