Pladis is looking to take its most popular McVitie’s lines up a notch with its latest launch – ‘The Fully Coated One’.
The NPD sees two of its core lines – Digestives and Hobnobs – get fully enrobed in milk chocolate.
They have launched at Asda and will roll out to other retailers next year (rsp: £1.79/135g-149g).
Pladis said the fully coated format would elevate the biscuits from everyday treats to special treats, and encourage loyal shoppers to trade up.
McVitie’s brand director Emma Stowers said by launching the collection and “adding an extra bit of indulgence” to the duo, shoppers would have more chances to enjoy biscuits throughout the day and to make snack times “even more special”.
“We’re confident the range will be well-received in the market, particularly because this time, we’re making two of our best-loved biscuits the focus,” she added.
It comes at the end of a successful year for McVitie’s, which saw sales up £48m on volumes up 6.5% [Nielsen 52 w/e 5 September 2020].