By Amy North2020-12-23T11:57:00+00:00
Source: Pladis
Pladis is looking to tap into demand for premium treats with the launch of fully coated Digestives and Hobnobs.
Dubbed ‘The Fully Coated One’, the NPD sees the McVitie’s core lines enrobed in milk chocolate. They’ll be available from January across supermarkets, convenience retailers and wholesale with an rsp of £1.79.
The move elevates the biscuits from everyday treats to special ones, said Pladis. It added that the NPD would help retailers unlock incremental sales and encourage shoppers to trade up, thereby adding value to the category.
“With the launch of our new, premium collection, we’re building on the momentum we’ve generated for the two brands – which were up by 35% between March and September this year – and delivering an extra special version of the biscuits consumers already love,” said Emma Stowers, brand director for McVitie’s at Pladis UK&I.
The duo will roll out to retailers in January
Pladis is looking to take its most popular McVitie’s lines up a notch with its latest launch – ‘The Fully Coated One’.
The NPD sees two of its core lines – Digestives and Hobnobs – get fully enrobed in milk chocolate.
They have launched at Asda and will roll out to other retailers next year (rsp: £1.79/135g-149g).
Pladis said the fully coated format would elevate the biscuits from everyday treats to special treats, and encourage loyal shoppers to trade up.
McVitie’s brand director Emma Stowers said by launching the collection and “adding an extra bit of indulgence” to the duo, shoppers would have more chances to enjoy biscuits throughout the day and to make snack times “even more special”.
McVitie s launches new delicious Digestives with chocolate on both sides
Calling all Digestives fans, there s a new biscuit flavour in town! McVitie s has announced the addition features a thick layer of milk chocolate on both sides
18:02, 17 DEC 2020
McVitie s has launched a delicious new kind of Digestives biscuits (Image: McVitie s)
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