McVities White Chocolate digestives

Source: Pladis

McVitie’s White Chocolate Digestives will be available in regular and price-marked packs

Pladis is expanding its McVitie’s Digestive brand with a white chocolate version.

Rolling out from this month, the NPD has been described by Pladis as the brand’s ‘most significant launch in a decade’. The business said the biscuit has performed well in consumer testing, particularly with younger consumers.

With a recommended retail price of £1.89 for a 232g pack, McVitie’s White Chocolate Digestives launch into Sainsbury’s stores nationwide from mid-July, followed by Co-op from 24 July. Wider grocery distribution will follow from 14 August.

The biscuits will also be sold through convenience stores and wholesalers, with a £1.99 price-marked pack available.

The launch is being supported with PR, shopper marketing and social media activity.

“Using everything we’ve learnt about creating a great-tasting biscuit over the years, we’ve developed a must-stock snack that’s something really special,” said Pladis UK&I chief marketing officer Aslı Özen Turhan.

The business hopes the new product will help retailers attract younger shoppers and families to the biscuit category and drive incremental sales.

In April, Pladis announced it was teaming up with TV and film star Martine McCutcheon to rally the nation to bring back the biscuit break. The call is part of a £7.8m campaign for McVitie’s called True Originals that is designed to promote hero products in the brand’s line-up and draw attention to them in consumers’ daily routines.

Pladis describes itself as the second largest biscuit manufacturer in the world, and owns brands such as Jacob’s, Go Ahead!, Carr’s, Flipz and BN. It employs more than 16,000 staff across the world and operates 25 factories in 11 countries.