Pladis has unveiled McVitie’s Digestives Milk Chocolate Minis, a bite-sized version of its popular biscuit brand.

The new variety has launched in Tesco in a multipack format containing five 19g bags at an RRP of £1.25. It will be launching in convenience stores and wholesalers this autumn, alongside an 80g sharing pouch version, also with a £1.25 RRP.

Its launch comes as McVitie’s Milk Chocolate Digestives are worth £108.8m in retail, having grown annually by 23.1%.

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“McVitie’s Chocolate Digestives are loved by so many households across the nation, who stock their cupboards with this biscuit bestseller time and time again,” said Aslı Özen Turhan. “However, we recognise that we need to continue to evolve our range to attract new shoppers – including through our bestselling lines – by creating convenient new offerings that will appeal to a new generation of biscuit snackers.

“McVitie’s Digestives Milk Chocolate Minis does just that. Our multipack, which contains five individually wrapped snack packs and just 94 kcals per serving, is ideal for lunchbox moments, whilst our pouches are perfect for on-the-go or sharing with loved ones – at a time when the ‘togetherness’ trend is hotter than ever.”

Pladis is supporting the launch with marketing activity, including TV advertising, from 4 October.

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