Global snacking company pladis has announced the launch of a limited edition ‘Best of British’ flavour variants to its McVitie’s Chocolate Digestives brand.
The biscuit brand also celebrates its sponsorship of Team GB with a patriotic makeover ahead of the Tokyo 2020 Olympic Games.
Three new variants – Marmalade on Toast, Cherry Bakewell and Strawberries & Cream – will join the McVitie’s Chocolate Digestives line up from February.
Shoppers can choose their favourite new flavour by using the hashtag #SaveYourFave across social channels from 23 March onwards, with the winner set to become a permanent fixture in the range.
“Team GB and McVitie’s both have a proud heritage and have been bringing British people together for many years,” commented Emma Stowers, Brand Director for McVitie’s at pladis UK&I.
“As part of our partnership we knew that we wanted to create a big buzz around this year’s Olympic Games and help the nation cheer on Team GB from their own homes. And, what better way to do this than by launching a range of distinctively British, limited-edition flavours to the McVitie’s Chocolate Digestives range?”
The launch comes as the brand begins to roll-out an on-pack ‘proud partner’ logo across its biscuits and cakes ranges. Packs to benefit from a refreshed look will include bestsellers such as McVitie’s Milk Chocolate Digestives, McVitie’s Rich Tea and McVitie’s Digestives Caramel Millionaire Slices.
The McVitie’s Best of British Chocolate Digestives range will be available in 250g packs at an RRP of £1.50 across multiple retail, convenience and wholesale. Packaging will be recyclable through pladis’ partnership with Terracycle.
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