McVitie’s has unveiled a pink version of its best-selling chocolate digestive biscuits.
The NPD (rsp: £2.35/232g) features its classic golden-baked digestive biscuits, topped with a pink, raspberry and cream-flavoured coating.
It will debut in Sainsbury’s on 16 June, ahead of a wider rollout in July. A £2.25 PMP will be available to convenience stores.
“As we continue to celebrate 100 years of McVitie’s Chocolate Digestives, we wanted to mark the next chapter in our history by reinventing the nation’s favourite,” said Benazir Barlet-Batada, marketing director at McVitie’s owner Pladis UK&I.
“Our new Pink Digestives are fun, fresh and packed with fruity flavour, designed to delight loyal Digestives fans and foodies alike,” Barlet-Batada added.
The push has so far included “eye-catching” wholesale and instore activations, “dazzling” hologauze projections on landmarks, and an immersive McVitie’s Chocolate Digestives Experience in central London, held last month.
In anticipation of the anniversary, McVitie’s has seriously ramped up its innovation efforts for Chocolate Digestives over recent years.
It launched White Chocolate Digestives in 2023, followed by Seriously Chocolatey Digestives – featuring a cocoa-flavoured digestive biscuit, embedded with dark chocolate chips and topped with milk chocolate – last July.
Last week, the Pladis-owned brand unveiled a hot honey spin-off for Jaffa Cakes.
If you’ve got a fantastic new product or packaging innovation, we want to hear about it! The Grocer New Product & Packaging Awards 2025 deadline has been extended! You now have until Monday 23 June to submit your entries. Visit this link to enter, buy tickets or enquire about sponsorship opportunities.
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