McVitie’s has unveiled its latest brand mash-up, this time bringing together Digestives and Club Mint for a limited-edition launch.
The NPD (rsp: £2.25/250g) – a digestive biscuit, coated in mint-flavoured milk chocolate – is billed as offering the “perfect balance” of flavours.
It is in Tesco stores, as well as wholesale and convenience channels.
“Both McVitie’s Chocolate Digestives and Club Mint have very loyal fans, so we’re excited to see them unite for the first time in this special limited-edition,” said Eleonore de Saint Perier, brand manager at Pladis UK&I.
Biscuit brands embrace co-branded innovation
The innovation is just one recent example of fmcg suppliers launching co-branded biscuits.
Digestives teamed up with McVitie’s stablemate Jaffa Cakes in May, launching a limited-edition golden-baked biscuit topped with orange-flavoured caramel and covered in milk chocolate.
Maryland and Terry’s teamed up to launch an orange-flavoured cookie sandwich biscuit this month – the first biscuit to feature Terry’s chocolate orange flavour.
The NPD combines Maryland’s chocolate chip cookie sandwich with Terry’s orange oil. It has launched exclusively in Tesco ahead of a wider rollout from 12 August (rsp: £1.39/150g).
The collaboration was designed to “engage both existing fans and new consumers in the chocolate confectionery category”, said Jo Harwood, chief sales and trade marketing officer at Fox’s Burton’s.
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