Pladis has extended its McVitie’s Digestives Caramel range with two new variants, in a move to tap the ‘evening treat’ occasion - 7% of snacking occasions, according to the brand.
Banoffee Caramel and Coffee Caramel will be available from May in a revamped pack design intended to give the range a premium look (£1.50/267g). Expected by Pladis to be worth £7m in their first year, the new flavours will be supported by PR and social media activity.
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