McVitie’s is extending its McVitie’s Digestives Caramel range with two new flavours – Banoffee Caramel and Coffee Caramel.
The new variants have a forecasted RSV of £7m, and their launch will be supported by a PR and social media campaign.
The existing McVitie’s Chocolate Digestives Caramels range including the Classic Caramel flavour will also have a new and improved pack design, giving the product a more premium look and feel.
McVitie’s Marketing Director, Kerry Owens commented: “Our Chocolate Digestives Caramels are in strong growth, driven by more shoppers buying into the McVitie’s brand more frequently. We’re excited to launch two new and distinct flavours to our Digestives Caramel range to provide our consumers with more choice under a brand they know and love.
“We believe the new and improved packaging will really allow the product to stand out on-shelf.”
McVitie’s Digestives Banoffee Caramel and Coffee Caramel are both available from May in 267g packs, with an RSP of £1.50.
