# Chocolate-Covered Biscuit Collections McVitie’s Digestives ‘The Fully Coated One’ is Tasty By Michael Hemsworth | Published 2021-01-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mcvities-digestives-the-fully-coated-one References: [conveniencestore](https://www.conveniencestore.co.uk/products/pladis-launches-mcvities-fully-coated-range/651783.article) & [pladisglobal](https://www.pladisglobal.com) The McVitie’s Digestives ‘The Fully Coated One’ chocolate-covered biscuits are being launched by Pladis as part of its Fully Coated collection to offer consumers a new way to indulge their sweet tooth. The product is being launched alongside the [McVitie’s Hobnobs](https://www.trendhunter.com/trends/mcvities-hobnobs-oaty-cookies) 'The Fully Coated One' and features the brand's signature biscuits completely covered in a layer of [premium milk chocolate](https://www.trendhunter.com/trends/tim-tam-extra-chocolaty). This will give each of the products a distinctly indulgent flavor that is perfect for everyday enjoyment. Brand Director for McVitie's at [Pladis UK&I](https://www.trendhunter.com/trends/mcvities-digestives-milk-chocolate-minis) Emma Stowers spoke on the new McVitie's Fully Coated products saying, "With the launch of our new, premium collection, we’re building on the momentum we’ve generated for the two brands – which were up by +35% between March and September this year – and delivering an extra special version of the biscuits consumers already love. We’re confident the McVitie’s ‘Fully Coated’ range will be well-received in the market, particularly because this time, we’re making two of our best-loved biscuits the focus. Given current circumstances, we also expect more consumers to prioritize affordable, at-home treats as we move into 2021.” ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 14% | Activity: 16% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Premium Chocolate-covered Biscuits:** Opportunity for chocolate and biscuit manufacturers to collaborate on premium indulgent products. - **At-home Treats:** Opportunity for food brands to introduce affordable, indulgent at-home sweet snacks. - **Brand Expansion:** Opportunity for established food brands to expand their product lines and enter new markets. ### Industries Being Reshaped - **Food and Beverage:** The food and beverage industry can benefit from introducing new indulgent products to the market. - **Packaged Foods:** Packaged food companies can explore offering premium indulgent snacks to fulfill consumer demand for at-home treats. - **Confectionery:** The confectionery industry can collaborate with biscuit manufacturers to introduce new premium chocolate-covered biscuit collections. ## Related on Trend Hunter - [White Chocolate-Covered Biscuits](https://www.trendhunter.com/trends/mcvities-1.md) - [Sharing-Focused Biscuit Snacks](https://www.trendhunter.com/trends/mcvities-blissfuls.md) - [Mini Chocolate Biscuits](https://www.trendhunter.com/trends/mcvities-2.md) - [Indulgent Snack-Friendly Mini Biscuits](https://www.trendhunter.com/trends/mcvities-digestives-milk-chocolate-minis.md) - [Golden Caramel Digestive Cookies](https://www.trendhunter.com/trends/mcvities-gold-digestives.md) - [Indulgent Snacking Biscuits](https://www.trendhunter.com/trends/mcvities-signature.md) - [Indulgent Chocolate Wafer Bars](https://www.trendhunter.com/trends/mcvities-gold-billions.md) - [Limited-Edition Pink-Hued Biscuits](https://www.trendhunter.com/trends/mcvities-digestives-pink.md) - [Affordable Bakery-Inspired Biscuits](https://www.trendhunter.com/trends/pladis-mcvities-tartlets.md)