SWEET-TOOTH shoppers are licking their lips over a new chocolate digestive biscuit hitting the shelves at Morrisons.
McVitie’s are already known for their sweet digestives, but now buyers are salivating over a new “seriously chocolatey” spin-off.
Instagram page “snacks to try” alerted followers to the new treasure found in Morrisons, raving about how the taste resembled a hot chocolate.
A post said: “These are delicious, classic cocoa digestive biscuit, topped with McVitie’s chocolate with chocolate chips dotted through the biscuit.
“They taste like a hot chocolate in a biscuit!”
The biscuit contains chocolate chips with an extra layer of chocolate coating.
McVitie’s marketing boss James King said the company was targeting late afternoon and evening shoppers who seek “something a little more indulgent”.
According to The Grocer, he added: “And when shoppers think indulgent, they think chocolate – it’s the number one driver of indulgence, especially among younger and family shoppers.”
King said Seriously Chocolatey “performed exceptionally in concept testing, with 94% of under-45s stating purchase intent.”
Another Instagram page, UK newest foods, flagged the product launch earlier this week.
Users speculated over whether it was effectively a re-brand from the old “double chocolate” variety McVitie’s previously sold.
Chelsier Smith said: “Are these the same as the double chocolate ones they used to do?”
A user replied: “I was thinking that too, probably just a rebrand?”
Chelsier Smith was happy with that, adding: “I think so, because the description is exactly the same … I’m happy because they were my favourite.”
The McVitie’s move follows Mars’ expansion into the biscuit market.
The chocolate bar giant in February launched Twix Secret Centre Biscuits in UK stores.
The biscuit emulates the taste of the traditional Twix bar, with a combination of caramel and milk chocolate.
