pladis expands ‘lighter’ offering with McVitie’s Digestives Wholesense

pladis is expanding its portfolio of bestselling biscuits with the launch of McVitie’s Digestives Wholesense – a lighter version of the brand’s £47M McVitie’s Digestives [Nielsen Scantrack Total Coverage 18.06.22].

McVitie’s Digestives Wholesense capture the distinctive, salty-sweet flavour of a McVitie’s Digestive, all whilst offering shoppers added benefits – including 30% less sugar and 50% more fibre than the average digestive biscuit. Delicately balanced, the new reduced sugar recipe will be exempt from the government’s upcoming HFSS restrictions.

This is the second launch in McVitie’s ‘lighter’ range, which debuted with McVitie’s Rich Tea Delights earlier this year – an evolution of the brand’s classic Rich Tea, which contains 30% less sugar and only 38kcals per biscuit. The range looks to extend the appeal of the biscuit aisle by offering shoppers even more choice.

“Our mission to help shoppers enjoy our portfolio of products as part of a balanced diet is already well underway,” explains David Titman, marketing director – McVitie’s at pladis UK&I. “In 2020, we reduced sugar in nine of our bestselling biscuits – and took this a step further earlier this year with the launch of McVitie’s Rich Tea Delights.

“Now, we’re making it even easier for shoppers to tuck into their biscuit tin favourites, whether they are looking for an indulgent treat or something a little lighter. In fact, thanks to the added benefits they offer, McVitie’s Digestives Wholesense are perfect for broadening choice in the biscuit aisle.

Research commissioned by pladis shows that half of shoppers are actively seeking healthier versions of their favourite biscuits – with lower sugar and high fibre content coming up trumps as two of the most resonant purchase motivators for sweet biscuits shoppers [Mintel Lightspeed – sweet biscuits/cereal consumers].

Titman continues: “Of course, plenty of us turn to the biscuit category for a little pick-me-up or a touch of indulgence, but for those looking for something healthier, we’re continually seeking ways to extend our offering.

“By catering to evolving shopper needs and showcasing the diversity of the McVitie’s portfolio, we’re enabling more and more Brits to enjoy our biscuits – demonstrating that they don’t need to be sacrificed entirely to enjoy a healthier lifestyle.”

Ensuring standout on-shelf, McVitie’s Digestives Wholesense will be available in bright packaging which honours the recognisable colour and font cues of McVitie’s Original Digestives, but with distinctive, bold on-pack flashes to highlight the product’s added benefits.

McVitie’s Digestives Wholesense launched this week in 300g packs across multiple retail, convenience and wholesale (RRP: £1.59).

Related content