The Grocer’s New Product & Packaging Awards 2025: Cakes & Biscuits
The Seriously Chocolatey Digestives were created by the biscuit brand to meet growing demand for more indulgent everyday treats. Layered with three types of chocolate — a crunchy cocoa digestive biscuit, dark chocolate chips, and McVitie’s signature milk chocolate topping — these biscuits build on the success of McVitie’s White Digestives, which generated £1.2m in incremental sales within their first six months on shelves.
Judges praised the product highly, noting the “lovely concept of triple chocolate,” a unique selling point likely to attract both new customers and loyal fans.
“Great crunch, great chocolate impact, even better from the fridge,” one judge said.
Register your interest for the New Product & Packaging Awards 2026 to discover more innovative products.
Summary: The Seriously Chocolatey Digestives impress judges with triple chocolate layers, tapping into a trend for indulgent treats and driving strong sales growth.