Snacking company Pladis has launched a “Best of British” McVitie’s Chocolate Digestives range, in a move designed to celebrate the brand’s sponsorship of Team GB.
The range consists of three limited edition variants – Marmalade on Toast Chocolate Digestives, Cherry Bakewell Chocolate Digestives and Strawberries & Cream Chocolate Digestives – each retailing at £1.50 for 250g packs.
Shoppers will be able to vote for their favourites by scanning an on pack QR code.
The winner will become a permanent flavour in the McVitie’s Chocolate Digestives range.
The launch of also coincides with the roll-out of an on-pack “proud partner” logo across McVitie’s biscuits and cakes ranges, including McVitie’s Milk Chocolate Digestives, McVitie’s Rich Tea and McVitie’s Digestives Caramel Millionaire Slices.
Emma Stowers, brand director for McVitie’s at Pladis UK&I, said: “We know that younger consumers are particularly excited about innovative flavour combinations and unusual taste profiles.
“By introducing these novel flavours, we’ll enable shoppers across the UK to get behind Team GB by enjoying the ultimate British tradition: a cup of tea and a biscuit.”
The global snacking group appointed Mario Reis as Chief Supply Chain Officer in November 2019, taking a key role in the company’s global supply chain agenda across all its markets.
He joined the business at a point of expansion for the group as it improves its position in a number of confectionery segments.
Formed three years ago, the company also owns regional brands such as Jacob’s, go ahead!, Carr’s, Flipz, BN, Verkade and many more, delighting consumers with products across the snacking category including sweet and savoury biscuits, wafer, cake, chocolate, gum and candy.