McVitie's has pulled the plug on one of its newest biscuit lines, discontinuing the 'Rich Tea The Cocoa One' less than 18 months after it first hit supermarket shelves. The move has left loyal customers expressing their disappointment, according to the brand itself.
The Short Life of a 'Dunkable' Biscuit
The axed product, named McVitie's Cocoa One, made its debut exclusively at Tesco in July 2024. It was marketed as a deliciously crisp and dunkable cocoa biscuit, designed to comply with HFSS (High in Fat, Salt, or Sugar) regulations. This placed it in the same 'lighter' category as the brand's earlier 'Rich Tea The Light One', which launched in 2022.
A spokesperson for Pladis, the global company that owns McVitie's, confirmed the decision to trade publication The Grocer. The representative stated that the company regularly reviews its range to align with consumer tastes and that the Cocoa One was being retired to free up space for new innovations.
Making Way for a New Spiced Flavour
As one biscuit exits, another enters. McVitie's has simultaneously announced the launch of a new limited-edition flavour: Digestives Golden Cinnamon. This addition to the 'Light One' range boasts 30% less sugar than the traditional Digestive biscuit and joins the existing Rich Tea and Original Digestive 'Light One' variants.
Bethan Ashman, brand manager for McVitie's, said: "We’re excited to introduce McVitie’s Digestives Golden Cinnamon, combining the beloved flavour of Digestives with the gentle spice of cinnamon. They’re a lighter way to enjoy a comforting and on-trend flavour."
Where to Find the New Biscuit
The new McVitie’s Digestives Golden Cinnamon biscuits are available now at Morrisons. They will have a wider rollout from January 11, appearing on shelves at Tesco, Sainsbury’s, Ocado, and other major retailers with a recommended price of £1.69.
This swift product change highlights the fast-paced nature of the UK's competitive biscuit aisle, where even established giants like McVitie's must constantly adapt to shifting consumer demands and make tough decisions about their portfolio.
