McVitie's The Fully Coated collection

Pladis UK&I is helping independent convenience retailers meet the demand for more indulgent treats, with the launch of McVitie’s Digestives ‘The Fully Coated One’ and McVitie’s Hobnobs ‘The Fully Coated One’.

The new flavours are available now with an RRP of £1.79 and aim to help retailers drive sales and encourage shoppers to trade up, adding value to the category. The packaging is recyclable through Pladis’ partnership with Terracycle.

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McVitie’s Digestives ‘The Fully Coated One’ and McVitie’s Hobnobs ‘The Fully Coated One’ will be covered in a smooth milk chocolate. The supplier said the new variants will elevate the everyday treat to special treats.

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Emma Stowers, brand director for McVitie’s at Pladis UK&I, said: “No biscuit aisle without two of the most popular brands from our £457m McVitie’s range, McVitie’s Digestives and McVitie’s Hobnobs. With the launch of our new, premium collection, we’re building on the momentum we’ve generated for the two brands – which were up by 35% between March and September this year.

“By launching our ‘Fully Coated’ collection and adding an extra bit of indulgence to our bestsellers in this new format, we’ll also offer shoppers the chance to enjoy their McVitie’s favourites throughout the day.

“Given current circumstances, we also expect more consumers to prioritise affordable, at-home treats as we move into 2021.”

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