As part of McVitie’s’ 100th anniversary celebrations of its iconic Chocolate Digestive, the brand is launching a new flavour – but you’ll have to be quick if you want to snap them up
If you’re a fan of McVitie’s Digestive biscuits, you’re in for a treat as the brand prepares to launch a new edition of one of its much-loved snacks. The plain Digestive was first produced in 1892 and has gone on to see numerous adaptions – most notably the Chocolate Digestive – as well Caramel and Gold Bar versions in more recent times.
Now, the Digestive has taken on a new form and after an image of its packet was shared to Instagram, foodies admitted they can’t wait to tuck in. The account, UK’s Newest Foods divulged: “PINK Raspberry & Cream flavour Digestives coming soon to Sainsbury’s RRP £2.35.” McVitie’s say the new product is part of the 100th anniversary celebrations of Chocolate Digestives and is a “fruity reinvention, now topped with a smooth raspberry and cream flavour coating.”
Snack lovers may be sad to learn the biscuits will only be on the shelves for a limited time only, however, as McVitie’s added in a mouth-watering product description: “Bringing a burst of colour into the biscuit world, McVitie’s is putting a fruity spin on its iconic range with the launch of the limited-edition McVitie’s Pink Digestives Raspberry & Cream Flavour.
“The McVitie’s production lines are now baking perfectly pink biscuits. Each biscuit is a golden-baked Digestive topped with a luscious raspberry and cream-flavour coating, bringing together nostalgic flavours in a fun, fruity and irresistibly moreish bite.”
“Whether you’re enjoying the summer of sport, a biscuit break with friends or looking to perk up a sunny picnic, McVitie’s Pink Digestives are the seasons’ ultimate sweet treat.”
Writing in response to the Instagram post, hungry Brits highlighted its resemblance to another iconic biscuit as they admitted they couldn’t wait to snap them up and scoff them down.
“I need these now!” one person declared. “All my dreams have come true!”
A second pondered: “If these taste like Pink Panther biscuits, oh my God.” A third added: “I used to love pink wafers as a kid!”
Whilst a fourth person declared: “I can’t wait to see this in stores here in London.”
Benazir Barlet-Batada, Marketing Director at McVitie’s, said: “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. Fun, fresh and packed with fruity flavour, the new Pink Digestives are designed to delight devoted Digestives fans and foodies alike.”
Last month saw some of London’s most famous landmarks illuminated with dazzling light projections to celebrate the anniversary, meanwhile. The lastminute.com London Eye was transformed into a towering tribute, showcasing a jaw-dropping 360-degree rotating projection of the beloved biscuit.
And Tower Bridge joined the festivities with a vibrant showreel of fireworks, balloons, and confetti.
The ambitious projections required eight weeks of meticulous planning and precision mapping to align the visuals perfectly with each landmark, using advanced hologauze and projection technology.
