Biscuit manufacturer Pladis has expanded its range of McVitie’s Thins with three pieces of NPD.
McVitie’s Digestives Chocfilled Thins – available in milk chocolate and double chocolate variants – feature two Digestives Thins with a solid chocolate centre in the middle which Pladis said made them stand out from other sandwich biscuits on the market.
The Chocfilled Thins are sold as 130g packs with an rsp of £1.79 and Pladis is estimating them to rack up retail sales worth £6.8m.
Pladis is also extending the Thins format beyond Digestives for the first time with the launch of McVitie’s Hobnobs Thins which are available in 170g with an rsp of £1.79.
McVitie’s Thins were unveiled in January 2017 in three flavours – Milk Chocolate, Milk Chocolate Cappuccino and Dark Chocolate.
“The Thins range is an important innovation platform for McVitie’s. Since the first McVitie’s Digestives Thins launch last year, its popularity has grown quickly and consistently, with retail sales of £17m to date,” said Emma Stowers, brand director for McVitie’s at Pladis UK&I.
Thinner biscuits are an increasingly popular format with Burton’s Maryland Thins Cookies and Mondelēz’s Oreo Thins hitting the UK market in the last couple of years.