Pladis has launched McVitie’s Digestives Wholesense – a lighter version of the brand’s £47m McVitie’s Digestives.
McVitie’s Digestives Wholesense offers 30% less sugar and 50% more fibre than the average digestive biscuit, and will be exempt from England’s upcoming HFSS restrictions.
This is the second launch in McVitie’s ‘lighter’ range, which debuted with McVitie’s Rich Tea Delights earlier this year – an evolution of the brand’s classic Rich Tea.
Research commissioned by pladis shows that half of shoppers are actively seeking healthier versions of their favourite biscuits – with lower sugar and high fibre content coming up trumps as two of the most resonant purchase motivators for sweet biscuits shoppers.
Packaging design is similar to McVitie’s Original Digestives, but with distinctive, bold on-pack flashes to highlight the product’s added benefits.
David Titman, Marketing Director – McVitie’s at pladis UK&I, commented: “We’re making it even easier for shoppers to tuck into their biscuit tin favourites, whether they are looking for an indulgent treat or something a little lighter. In fact, thanks to the added benefits they offer, McVitie’s Digestives Wholesense are perfect for broadening choice in the biscuit aisle.”
McVitie’s Digestives Wholesense is available now in 300g packs with an RSP of £1.59.
