PLADIS UNLOCKS GOLDEN OPPORTUNITY IN BISCUITS WITH FIRST CO-BRANDED MCVITIE’S DIGESTIVES

pladis, the global snacking company behind some of the UK’s best loved and iconic brands, is bringing a popular confectionery-inspired flavour trend to Biscuits with a newcomer to its £195m1 McVitie’s Digestives line-up: McVitie’s Gold Digestives.

Leveraging over 30 years of Brits’ love for McVitie’s Gold Bars, the snacking giant is launching the first co-branded addition to its bestselling McVitie’s Digestives range. New, limited edition McVitie’s Gold Digestives – launching early July – feature the classic golden-baked Digestive topped with the much-loved taste of golden caramel that’s become instantly synonymous with the hugely popular snack brand.

Created in response to consumer driven demand, the launch adds to an impressive track record of successful innovation for McVitie’s Gold. pladis aims to build on the success of its debut extension to McVitie’s Gold – golden caramel coated individual wafer bar, McVitie’s Gold Billions Wafer – which was an instant hit with shoppers after launching in 2023, becoming the number two confectionery SKU in Impulse2.

“McVitie’s Gold Digestives have been created with the latest flavour trends in mind to unlock another golden sales opportunity for retailers,” explains James King, Marketing Director – McVitie’s, pladis UK&I.

“You only have to look at other snacking categories to see the further scope for growth when it comes to the gold flavour trend. Take gold confectionery, which continues to grow in popularity,” continues King. “So, who better to bring this to biscuits than the nation’s number one?

“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 18-35-year-olds have already expressed intent to purchase McVitie’s Gold Digestives3, clearly signalling the opportunity for retailers.”

Available in 232g packs of 15 biscuits (RRP: £1.89), McVitie’s Gold Digestives will hit shelves in Sainsbury’s from 7th July before rolling out more widely across multiple grocery, convenience and wholesale from mid-July – at which time independent retailers will get a special opportunity to go for gold with a channel-exclusive £1.99 PMP.