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A star-studded line up celebrate 100 years of McVitie's Chocolate Digestives

Amanda Holden, Roman Kemp and Dani Dyer celebrate 100 years of McVitie's Chocolate Digestives at immersive London pop-up event.

A star-studded line up of celebs – from Amanda Holden to Roman Kemp, Dani Dyer and Ashley James – flocked to the “blue carpet” for a preview of The McVitie’s Chocolate Digestives Experience.

Celebrating 100 years of a true British icon, the immersive pop-up store has been designed to be a chocolate digestives-lover’s paradise.

Under the dazzling lights of Piccadilly Circus, Amanda Holden stunned in a custom-made outfit inspired by Jane Asher’s iconic 1990’s McVitie’s advert as she opened the celebrations with a reading of the “Ode to McVitie’s Chocolate Digestives”.

Amanda Holden comments:

"As a lifelong fan of eating and dunking McVitie's Chocolate Digestives, it's an honour to celebrate the 100th birthday at this this pop-up experience. It's a must-visit for all my fellow choccy digestive fans! It's amazing how such a humble biscuit has brought joy to so many over the years. I remember when I first introduced them to my children as a little treat. Whether they were wrapped in foil for days out (they had to be rationed) or being dipped into a hot chocolate - they are still enjoyed by me and my girls. And here's a delightful surprise— I just found out I've been eating my biscuit upside down all this time! Turns out, it's meant to be enjoyed choc side down - who knew?!"

Other guests in attendance included Jess Wright, Scarlett Moffatt, Tasha Ghouri, Jake Quickenden, as well as Strictly stars Katya Jones and Carlos Gu.

Celebrating a century of McVitie’s Chocolate Digestives

At the heart of the experience was the Biscuit Bar, where visitors sampled never-before-seen McVitie’s creations made from a range of McVitie’s Digestives - all curated by Robert Craggs, the Michelin-trained Head Development Chef for McVitie’s.

In the gallery, visitors enjoyed a collection of incredible art pieces inspired by – and even made from – McVitie’s Chocolate Digestives. Highlights include biscuit portraits of British icons, David Bowie, Sir Trevor McDonald and Dame Judi Dench, created by mosaic artist Ed Chapman and crafted from hundreds of mosaic fragments of the nation’s favourite biscuit.

Benazir Barlet-Bartada, spokesperson for McVitie’s, comments:

“This 100th anniversary is not just about a biscuit. It’s a national celebration of every biscuit break, every conversation, and every cherished moment we’ve all shared with McVitie’s Chocolate Digestives over the last century. We’re thrilled to offer our loyal fans this experience as a way to say thank you for the unwavering support over the last century. Here’s to the next 100!”