McVitie’s has revealed its biggest NPD for 2017 with the launch of new McVitie’s Digestives Thins – a thin and light biscuit with a delicate crisp.
Available in three variants – Milk Chocolate, Milk Chocolate Cappuccino and Dark Chocolate – the new product has been developed to attract a younger consumer and taps into a perceived need for little, yet indulgent, rewards.
The new range rolls out into Convenience during March, available in 180g packs at an RSP of £1.79.
The launch is supported by a £4.6m marketing campaign which comprises TV advertising, shopper activation, digital advertising and social media activity.
Kerry Owens, McVitie’s marketing director, commented: “The moments we take for ourselves are becoming increasingly pressured in today’s always-on environment. We know our consumers look for those opportunities to ‘take five’ with a little reward to treat themselves. McVitie’s Digestives Thins provide just that and we’re confident that this new range will delight consumers.”
