Snacking giant pladis has expanded the McVitie’s Digestives range with the launch of a new line, Twists.
McVitie’s Digestives Twists will try to woo younger shoppers and comes in two variants: chocolate chip & caramel and chocolate chip & coconut.
“We’re thrilled to be launching a brand new range inspired by our classic McVitie’s Digestives that will enable us to extend appeal and bring our much-loved brand to a younger audience,” said Emma Stowers, brand director for McVitie’s at Pladis UK&I.
“We know that on-trend flavour and texture combinations, such as caramel and coconut, are helping to drive overall category growth for sweet biscuits – and we’re set to tap into this insight with our new McVitie’s Digestives Twists,” she added.
The new line will first appear in Asda from mid-April, before being rolled out across major retailers and convenience stores. Both variants are available in 276g packs with an RRP of £1.25.