Pladis is adding a playful twist to its iconic McVitie’s Digestives range with the launch of Raspberry & Cream Pink Digestives, a limited-edition flavour created to mark the 100th anniversary of McVitie’s Chocolate Digestives.

The biscuits feature McVitie’s signature golden-baked Digestive base topped with a raspberry and cream-flavoured pink coating, designed to tap into growing consumer demand for nostalgic flavours and visually striking treats.

“As we continue to celebrate 100 years of McVitie’s Chocolate Digestives, we wanted to mark the next chapter in our history by reinventing the nation’s favourite,” said Benazir Barlet-Batada, Marketing Director for Pladis UK & Ireland.

She added:

“Consumers are embracing nostalgic flavours across food and drink, but nostalgia today is about rediscovering classics in new, exciting ways. With pink still trending as a popular colour, our new Pink Digestives are fun, fresh and packed with fruity flavour — designed to delight both loyal fans and new audiences.”

McVitie’s Raspberry & Cream Pink Digestives will launch exclusively in Sainsbury’s from 16 June, followed by a wider rollout to major retailers, convenience stores and wholesalers from July 2025.

The launch continues Pladis’ strategy of leveraging heritage brands through innovation, blending tradition with contemporary consumer appeal in the competitive sweet biscuits category.