McVitie’s unveils new patriotic packaging

United Biscuits (UBUK) has revamped the packaging of its McVitie’s Digestives biscuits range with a British theme.

The new-design packs, which will be available from this month to September, incorporate the Union Jack flag with a ‘Proud to be British since 1892’ strapline.

Sarah Heynen, marketing director of sweet biscuits at UBUK, said: “Our Britishness pack redesign is all about giving retailers the right products to allow them to tap into the wave of patriotism that will sweep the country this year, growing from the Royal Wedding last year, to the Queen’s Diamond Jubilee and the summer of sport.

“Retailers looking to make the most of the increased sales generated by this year’s big British events should make sure they are fully stocked with the McVitie’s Digestives packs to ensure they’re prepared for the rush of consumers looking to enjoy a tasty British McVitie’s Digestive biscuit over the celebration period.”