McVitie's
McVitie’s first foray into the blending of biscuit and chocolate resulted in the Homewheat Chocolate Digestive brand (now simply known as McVitie’s Chocolate Digestives) in 1925. Over 71 million packets of McVitie’s Chocolate Digestives are eaten in the UK each year.
The HobNobs brand was launched in 1985 and a milk chocolate variant followed in 1987. The chocolate HobNobs range was extended most recently to include HobNobs Creams, and in 2008 the re-introduction of Dark Chocolate HobNobs.
1999 saw the introduction of the innovative tubes packaging for Chocolate Digestives, and the new packaging format was extended to Chocolate HobNobs the following year.
1999 was also the year when the Digestives family was further extended with the launch of Milk Chocolate Caramel Digestives. This brand is still unique within the everyday treat biscuit category and was the winner of the McVitie’s Dunk For Britain campaign in 2004, beating all other McVitie’s biscuits to win the title ‘Nation’s favourite McVitie’s dunking biscuit’!
Over the last five years, McVitie’s biscuits have benefited from a salt reduction programme. For example, McVitie’s Digestives have reduced sodium by 27% (51% salt reduction) and Hobnobs by 40% sodium (60% salt).
The McVitie’s brand portfolio also includes McVitie’s Minis, Rich Tea, Fruit Shortcake, Ginger Nuts and Boasters, and the McVitie’s Lights range includes Digestives, Rich Tea, HobNobs and Milk Chocolate Digestives, which are all 30% lower in fat than the standard variants.
In the last two years, the saturated fat in three of the leading McVitie’s brands has been subject to two reductions of 50%. The standard and Lights ranges of McVitie’s Digestives, HobNobs and Rich Tea now contain their lowest ever levels of saturated fat.
Brand history
McVitie’s biscuits have been enjoyed by generations for over 100 years.
The first ever digestive biscuit was created by a new young employee, Alexander Grant. The name Digestive was derived from its high content of baking soda as an aid to food digestion. Over one hundred years later the McVitie’s Digestive remains a firm favourite and is the highest selling brand in the everyday biscuit segment.
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Brand fact 1
Over 71 million packets of McVitie’s Chocolate Digestives are eaten in the UK each year – that’s an astounding 52 biscuits per second!
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Brand fact 2
The number of McVitie’s Digestive biscuits baked during one year would go round the world four times!