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Kennedy's Bakery Production Magazine | July 21, 2018

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McVitie’s to reduce Digestives pack size

McVitie’s to reduce Digestives pack size

It is being reported that packs of McVitie’s Digestives biscuits are to be reduced by 100g, which equates to seven biscuits being removed from the traditional pack of 34.

The changes – which are believed to be attributed to rising ingredient costs and an ongoing theme of ‘shrinkflation’ across the food and drink sector – are due to come into effect at the end of January, and will see pack sizes reduced from 500g to 400g.

Nick Bunker, managing director for pladis UK & Ireland, explains the reasons behind the move: “The rising cost of ingredients and changes in the exchange rates means it has become more expensive to bake our products. We work hard to drive efficiencies throughout our business to absorb cost increases, but occasionally – like many other businesses in these challenging times – we do need to make some adjustments”.

He continues: “We’re proud to bake the nation’s favourite biscuits, and we have a responsibility to keep baking the same great tasting snacks that people know and love, using the best ingredients, while safeguarding the affordability of our iconic brands which are sold at everyday prices”.

However, it has been reported that the RRP will also be lowered from £1.25 to £1.15, and while other packs in the McVitie’s range will be smaller, new larger ones will also be introduced – ensuring that customers have a greater selection of portion sizes than ever before.