Snack giant McVitie’s has created biscuits that are too posh to dunk.
Its upmarket range of VIBs - Very Important Biscuits - sees the launch of three new Digestive flavours, topped with a layer of chewy caramel and finished with milk chocolate.
Classic Caramel Bliss, Heavenly Chocolate Hazelnut and Luscious Blood Orange in 250g packs are said to be the brand’s “finest biscuits to date”.
McVitie’s owner Pladis said it wanted the premium biccie line-up to become a bestseller within the first few years of hitting shelves.
Aimed at the luxury treat market, research has revealed a third of shoppers would pop a £1.79 pack of VIBs into their baskets.
Brand director Emma Stowers told trade journal The Grocer it was “aiming high” with the range and was hoping to cash in on Brits who wanted to upgrade their teatime treats from an everyday biscuit to a posh nibble.
She said they were designed to give tea and biccie fans “even more incentive to trade up at the same time as making them affordable enough to enjoy on a regular basis, whilst still feeling premium”.
They hit Asda stores on July 12 with a nationwide rollout in August amid a “Very Important Biscuits, Very Hard To Describe” social media campaign.
McVities isn't the only major brand experimenting with new flavours at the moment.
Cadbury is launching three new limited-edition Dairy Milk bar flavours too.
Each new bar has been designed and named by a chocolate fan as part of the Cadbury Inventor 2020 competition - coconut, honeycomb and blueberry - but only one will become a permanent fixture on the shelves.
The treats will go on sale at Tesco supermarkets from Wednesday, July 8th before launching in participating supermarkets nationwide on July 22.
