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product news: McVitie's launches Digestives Nibbles Handy Packs

John Wood ·

Following the launch of McVitie’s Digestives Nibbles, the biscuit brand has announced the launch of McVitie’s Digestives Nibbles Handy Packs.

The new format is intended to offer consumers “Sweeet” snackable solutions while on-the-go. The launch comes as part of Pladis’ ongoing commitment to capitalise on the on-the-go (OTG) trend, as consumers look for their favourite snacks in grab and go formats.

The new 37g handy packs are available in Caramel and Milk Chocolate flavours at an RRP of 59p. Rolling out from May the range will be supported by a £3m ATL campaign alongside PR and digital activation.

McVitie’s marketing director Kerry Owens, commented: “Our busy lifestyles have led to an increase in snacking when out and about, leading shoppers to gravitate towards single serve packs, pouches and grab on-the-go items.

“These delicious new handy packs are the perfect treat when you’re grazing in the day or looking for a sweet treat on the move. We are committed to responding to consumer needs and are confident our customers will love this product.”

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