McVitie’s launches Digestive Thins to woo younger shoppers

McVitie's Milk Chocolate Cappuccino Digestive Thins pack
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McVitie’s has unveiled its first new retail range for 2017 with the launch of Digestive Thins in three variants.

Rolling out to convenience stores from March, the 180g Digestive Thins packs, priced at £1.79, will be available in three flavours – Milk Chocolate, Milk Chocolate Cappuccino and Dark Chocolate.

Kerry Owens, marketing director at McVitie’s, said the new product was particularly targeted at younger consumers.

“The moments we take for ourselves are becoming increasingly pressured in today’s always-on environment,” she said. “We know our consumers look for those opportunities to ‘take five’ with a little reward to treat themselves.”

The new range will be supported by a £4.6m integrated marketing campaign including TV advertising, digital and social media.

The range has forecast sales of £12m for its first year in market and is part of the business’ ongoing commitment to growth in the sweet biscuit category, said McVitie’s.

In December 2016, the business extended its Nibbles range with a Hobnobs variant.

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