McVitie’s has brought together two of its biscuit
brands to capitalise on the blonde chocolate trend. It has unveiled
limited-edition Gold Digestives, which are classic digestive biscuits
half-coated with golden caramel. They will hit Sainsbury’s shelves on 7 July
(rsp: £1.89/232g), rolling out more widely later in the month. A £1.99
price-marked pack will be available to independent retailers. According to
McVitie’s, the NPD aimed to build on the success of Gold’s debut brand
extension, Gold Billions Wafer, which hit shelves last year. “McVitie’s Gold
Digestives have been created with the latest flavour trends in mind to unlock
another golden sales opportunity for retailers,” said McVitie’s marketing director
James King. Golden chocolate was only continuing to “grow in popularity”, said
King. “So, who better to bring this to biscuits than the nation’s number one?” “Even
better is that an overwhelming 96% of 18-35-year-olds have already expressed
intent to purchase McVitie’s Gold Digestives, clearly signalling the
opportunity for retailers,” King added [Kantar concept test September
2023].
