• Product: McVitie’s Gold Digestives
• Supplier: Pladis
• RRP: £1.99 PMP
• Available: mid-July

Pladis is adding a Gold variety to its McVitie’s Digestives lineup, bringing together the popular biscuit brand and Gold Bar snack bar.

The first co-branded Digestives line will be available to convenience stores from mid-July in a channel-exclusive £1.99 PMP, following an initial Sainsbury’s launch on 7 July.

It consists of the classic Digestive biscuit topped with golden caramel from a Gold Bar.

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The supplier aims to build on the success of McVitie’s Gold Billions Wafer last year, which became the number two confectionery SKU in impulse after its launch.

“McVitie’s Gold Digestives have been created with the latest flavour trends in mind to unlock another golden sales opportunity for retailers,” said James King, marketing director – McVitie’s, at Pladis UK&I.

“You only have to look at other snacking categories to see the further scope for growth when it comes to the gold flavour trend. Take gold confectionery, which continues to grow in popularity. So, who better to bring this to biscuits than the nation’s number one?

“The signs of success for McVitie’s Gold Digestives are strong. We’ve got a great track record when it comes to innovation for both McVitie’s Gold and McVitie’s Digestives, and we have an established, passionate fanbase who have been petitioning for this launch.

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