Global snacking company Pladis is shaking up its McVitie’s Digestives brand, a mainstay of UK sweet biscuits, with the launch of McVitie’s Digestives Twists.
The new variant will include two flavours: 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 and Ireland.
“We know that 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 into this insight with our new McVitie’s Digestives Twists.”
McVitie’s Digestives Twists had strong appeal amongst younger consumers, with 80% of 18-34-year-olds praising the ‘exciting flavour combinations’, the company claimed.