Pladis has launched three limited-edition varieties of McVitie’s Chocolate Digestives to celebrate its sponsorship of Team GB ahead of the Tokyo 2020 Olympic Games.

The Best of British Chocolate range includes Marmalade on Toast, Cherry Bakewell and Strawberries & Cream varieties, and shoppers will be encouraged to vote for their favourite new flavour by using the hashtag #SaveYourFave across social media channels from 23 March.

The winner will become a permanent fixture in the Chocolate Digestives range.

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Emma Stowers, brand director for McVitie’s at Pladis UK and Ireland, said: “As part of our partnership, we knew that we wanted to create a big buzz around this year’s Olympic Games and help the nation cheer on Team GB from their own homes.

“And, what better way to do this than by launching a range of distinctively British, limited-edition flavours to the McVitie’s Chocolate Digestives range?

“As the nation’s biggest biscuit brand, we’re present in 27 million households in the UK. The introduction of these flavours will help retailers to drive interest in, and sales for, McVitie’s when national interest around the Olympic Games is at an all-time high.”

The supplier says the latest products in the McVitie’s Chocolate Digestives range provide an opportunity for retailers to capitalise on higher-frequency purchases amongst existing shoppers, and drive incremental sales amongst younger consumers.

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“We know that younger consumers are particularly excited about innovative flavour combinations and unusual taste profiles,” continued Stowers.

The launch of McVitie’s Best of British Chocolate Digestives comes as the brand begins to roll-out an on-pack ‘proud partner’ logo across its biscuits and cakes ranges.

Packs to benefit from a refreshed look will include McVitie’s Milk Chocolate Digestives, McVitie’s Rich Tea and McVitie’s Digestives Caramel Millionaire Slices.

The McVitie’s Best of British Chocolate Digestives range will be available in 250g packs at an RRP of £1.50 across convenience and wholesale. Packaging will be recyclable through Pladis’ partnership with Terracycle.

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