Pladis expands McVitie’s with new Digestives Twists

Pladis has extended its McVitie’s brand with a new range of biscuits called Digestives Twists.

The company said the NPD combined the ‘classic crunch and crumbly texture of Digestives’ with new exciting flavours and textures.

The biscuits are available 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 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 this insight with our new McVitie’s Digestives Twists.”

McVitie’s Digestives Twists will be available in 276g packs, priced at £1.25. They will launch at Asda in mid-April, followed by further roll-out across multiple retail and convenience stores.

The packaging will be recyclable through Pladis’ partnership with Terracycle, which it launched late last year.