McVitie’s has announced it will be extending its McVitie’s Digestives Caramel range with two new flavours – Banoffee Caramel and Coffee Caramel.
The two new variants will be available from May. The company claims McVitie’s Digestives Caramels will “meet the needs of pre-family consumers looking for an indulgent treat as a little reward”.
It said in a statement: “The launch marks our commitment to tap into the Evening Treat consumption moment, currently making up 7% of all snacking occasions.”
Rolling out across grocery and convenience stores from May, the new variants with their modern packaging will be supported by a PR and social media campaign. The existing McVitie’s Chocolate Digestives Caramels range, including the Classic Caramel flavour, will also have an improved pack design, which McVitie’s said would give the product “a more premium look and feel”.
McVitie’s marketing director Kerry Owens said: “Our Chocolate Digestives Caramels are in strong growth, driven by more shoppers buying into the McVitie’s brand more frequently. We’re excited to launch two brand new and distinct flavours to our Digestives Caramel range to provide our consumers with more choice under a brand they know and love.
“We believe the new and improved packaging will really allow the product to stand out on-shelf.”