pladis extends popular McVitie’s Thins range with two new launches

23 July 2018


pladis, the global snacking company behind some of the UK’s most-loved snacks, has launched two brand-new additions in its popular McVitie’s Thins range: McVitie’s Digestives Chocfilled Thins and McVitie’s Hobnobs Thins.

McVitie’s Digestives Chocfilled Thins, are a major new biscuit innovation for 2018. Featuring two crunchy Digestives Thins sandwiched around a solid chocolate centre, they buck the trend for sandwiched biscuits by offering a solid core instead of a cream filling.

Harnessing the popularity of the Thins range, which launched in the UK in 2017, the new filled biscuits range has an anticipated RSV of £6.8m. They will be sold as 130g packs with an RISP of £1.79, available in two variants, Milk Chocolate and Double Choc.

Consumer research by McVitie’s suggests that its new Chocfilled Thins will be a shared ‘we’ moment of indulgence, enjoyed as part of the ‘daytime unwind’ reflecting the snack’s shareable format.

The UK’s number one biscuit supplier has alsolaunched McVitie’s Hobnobs Thins, extending the Thins range beyond McVitie’s Digestives for the first time. The new Hobnobs format takes one of the UK’s top three selling biscuits and reimagines it to create a delicately crisp and delicious snack.

Available in 170g packs with a RISP of £1.79, with a projected RSV of £4.5m, McVitie’s Hobnobs Thins is expected to recruit younger consumers into the category with its modern take on a classic biscuit.

Both McVitie’s Digestives Chocfilled Thins and McVitie’s Hobnobs Thins are available across grocery and convenience stores now.  

Emma Stowers, Brand Director for McVitie’s at pladis UK&I, commented: “The Thins range is an important innovation platform for McVitie’s. Since the first McVitie’s Digestives Thins launch last year, its popularity has grown quickly and consistently, with retail sales of £17m to date. We’re absolutely thrilled to extend the range further with the launches of McVitie’s Digestives Chocfilled Thins and McVitie’s Hobnobs Thins.

Earlier this year, McVitie’s was listed in the top five most chosen brands in Kantar Worldpanel’s 2018 UK Brand Footprint and McVitie’s Thins range won Sweet Biscuit launch of the year within The Grocer’s Top Products 2017.