The new addition to the £31m Rich Tea range has 30% less sugar than the original variety, with 38 calories per biscuit. Rich Tea Delights will sit outside of upcoming regulation on the promotion of HFSS products, meaning their in-store position can be used to signpost the biscuit fixture at end-of-aisle.
It is available now across convenience and wholesale with an RRP of £1.59. Packaging is recyclable through Pladis’ partnership with Terracycle.
David Titman, marketing director for McVitie’s at pladis UK&I, said: “In 2020 we announced that we’d reduced sugar in nine of our biscuit tin favourites, including McVitie’s Chocolate Digestives and McVitie’s Chocolate Hobnobs. Now, we’re going one step further with an extension to the McVitie’s range that will give consumers even more choice in the biscuit aisle.
“This launch will also show shoppers they don’t need to forego the biscuit aisle entirely in a bid to choose lower-calorie options.”
Read more product news