Pladis has extended its McVitie’s Digestives line-up with some NPD inspired by the brand’s Gold Bar.
McVitie’s Gold Digestives is the first co-branded addition to its Digestives range. The new limited edition feature classic Digestive biscuits topped with golden caramel.
It is available in 232g packs of 15 biscuits with an RSP of £1.89 – in Sainsbury’s from 7 July before rolling out across multiple grocery, convenience and wholesale from the middle of the month. A convenience-exclusive £1.99 price-marked pack will also launch at this time.
James King, Marketing Director – McVitie’s, pladis UK&I, commented: “The signs of success for McVitie’s Gold Digestives are strong. We’ve got a great track record when it comes to innovation for both McVitie’s Gold and McVitie’s Digestives, and we have an established, passionate fanbase who have been petitioning for this launch.
“Even better is that an overwhelming 96% of 18 to 35-year-olds have already expressed intent to purchase McVitie’s Gold Digestives, clearly signalling the opportunity for retailers.”
