Pladis has unveiled a White Chocolate variety of McVitie’s Digestives biscuits.

The new variety is a permanent addition to the range, driven by popular demand. The supplier says it is likely to be the brand’s most significant launch in a decade, attracting younger shoppers and families seeking new flavours.

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Available in a 232g pack at an RRP of £1.89, McVitie’s Digestives White Chocolate will be available to convenience and wholesale from 14 August, following an initial launch in Sainsbury’s in mid-July and Co-op from 24 July. A £1.99 price-marked pack (PMP) is also set to launch to the channel.

“As well as benefiting from a flavour profile with such a huge, engaged fan base – putting McVitie’s on the shopper lists of even more consumers – we’ve no doubt loyal McVitie’s Digestive fans will also be clamouring to get their hands on our McVitie’s White Chocolate Digestives,” said Aslı Özen Turhan, chief marketing officer at Pladis UK&I. “All of this will result in a huge opportunity for retailers to drive incremental sales.”

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