Industry news
In 1925, McVitie's revolutionised the confectionery world with the invention of the Chocolate Digestive. As we celebrate its 100th anniversary, we proudly honour 'The Nation's Greatest Invention'—a timeless treat!
In 1925, McVitie’s achieved a confectionery breakthrough that changed the world forever – we invented the Chocolate Digestive!
We’ve seen the likes of mobile phones, microwave ready meals, CD players, the internet, 3D printers, robots and indeed sliced bread but none have matched the genius of the beloved Choccy Dig!
As we celebrate its 100th year, we are proud to elevate the McVitie’s Chocolate Digestive as ‘The Nation’s Greatest Invention’!
London landmarks were lit up with a spectacular light display to mark the 100th birthday of the nation’s best-loved biscuit – McVitie’s Chocolate Digestives.
Iconic monuments across the capital were transformed with a series of striking projections which included the lastminute.com London Eye reimagined into a towering tribute, featuring a 360-degree rotating projection of the beloved biscuit.
Tower Bridge showcased a rolling showreel with a vibrant burst of balloons, fireworks and confetti, befitting of the momentous centenary milestone.
County Hall followed suit, with passers-by stopping in their tracks to marvel at the impressive display of celebratory scenes and snap a picture.
The stunning spectacle marked the start of a series of centenary celebrations in honour of this beloved biscuit that has been at the heart of tea breaks, celebrations, and everyday moments across the nation for a century. With over 80 million packets sold each year in the UK, McVitie’s Chocolate Digestives are the original, and still the best. In fact, in 2024, more packets of McVitie’s Chocolate Digestives were sold than any other branded biscuit.*
The celebrations also included the opening of a one-of-a-kind concept store at Piccadilly Circus in central London. The McVitie’s Chocolate Digestives Experience indulged fans with the chance to experience their favourite chocolatey biscuit like never before through delicious and unexpected McVitie’s Chocolate Digestives creations, astounding artwork, must-have merch, and plenty more.
Source: * Nielsen MAT to 1st February 2024, UK only
