Keen to build on its successful Digestives Nibbles launch, McVitie’s has added a new Milk Chocolate Orange variant to the range of maddeningly-moreish shareable treats.
Launching in a 120g sharing pouch at an RSP of £1.99, McVitie’s Digestives Nibbles Milk Chocolate Orange will be rolling out across both grocery and convenience channels.
Sitting alongside other sweet biscuit and confectionery pouch pack products, the Digestives Nibbles range has a forecasted RSV of £20m for 2017 and has been supported with a £4m integrated marketing campaign throughout the year which includes TV, social, outdoor and PR activity.
McVitie’s Digestive Nibbles has added £12.9m to the biscuit category since the product launched last year.
Kerry Owens, McVitie’s Marketing Director for Sweet Biscuits, commented: “We’re extremely excited to be introducing the iconic chocolate and orange flavour to our popular Digestive Nibbles range. We’ve had really positive feedback since the range launched last year, and we’re confident that consumers will love this latest addition just as much – the perfect treat for sharing with family and friends!”
