McVitie’s has expanded its non-HFSS Digestives lineup with an “on-trend” cinnamon biscuit.
Billed as offering “a comforting twist to a familiar favourite,” The Light One Golden Cinnamon (rsp: £1.69/250g) combines the “signature sweet-salty crunch” of McVitie’s Digestives with cinnamon.
The limited-edition biscuits provide 30% less sugar than standard McVitie’s Digestives.
They have rolled into Morrisons and will hit Tesco, Sainsbury’s and Ocado on 11 January.
“We’re excited to introduce McVitie’s Digestives Golden Cinnamon, combining the beloved flavour of Digestives with the gentle spice of cinnamon,” said McVitie’s brand manager Bethan Ashman.
“They’re a lighter way to enjoy a comforting and on-trend flavour and perfect for everyday moments,” Ashman added.
McVitie’s launched Digestives The Light One (then known as Wholesense) in 2022.
Value sales of the healthier spin-off reached £2.9m in the year ending 31 December 2024, according to NIQ data, compared to £59.2m in value sales for the core Digestives brand over the period.
McVitie’s portfolio of HFSS-compliant sweet biscuits also includes Rich Tea The Light One (formerly Delights), which also debuted in 2022.
Trademark activity by McVitie’s in November pointed to the development of its first savoury HFSS-compliant product.
Owner Pladis applied to register “McVitie’s Grain Joy” as a trademark with the Intellectual Property Office under classes 29 and 30, covering crisps and crackers.
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