McVitie’s Launches New Digestive Biscuits, with Less Sugar, More Fiber

McVitie’s extends its Digestives range with a new variety called Wholesense, featuring 30% less sugar and 50% more fiber than the average digestive.

“Our mission to help shoppers enjoy our portfolio of products as part of a balanced diet is already well underway,” said David Titman, marketing director – McVitie’s at Pladis UK&I. “In 2020, we reduced sugar in nine of our bestselling biscuits – and took this a step further earlier this year with the launch of McVitie’s Rich Tea Delights. Now, we’re making it even easier for shoppers to tuck into their biscuit tin favorites, whether they are looking for an indulgent treat or something a little lighter. In fact, thanks to the added benefits they offer, McVitie’s Digestives Wholesense are perfect for broadening choice in the biscuit aisle.”

According to research commissioned by Pladis, the owner of McVitie’s, half of shoppers are actively seeking healthier versions of their favorite biscuits, with lower sugar and high fiber content among the most resonant purchase motivators.

“By catering to evolving shopper needs and showcasing the diversity of the McVitie’s portfolio, we’re enabling more and more Brits to enjoy our biscuits – demonstrating that they don’t need to be sacrificed entirely to enjoy a healthier lifestyle,” said Titman.