30 April 2025
McVitie’s launched the Chocolate Digestives Experience, an immersive concept store celebrating a century of one of the nation’s greatest inventions
Visitors explored biscuit-inspired artwork, tasted exclusive McVitie’s Chocolate Digestives creations, and got their hands on limited-edition merch
London, UK – Step into the world of McVitie’s Chocolate Digestives – where biscuit lovers’ dreams came true! For the first time ever, McVitie’s launched a one-of-a-kind concept store to celebrate 100 years of the nation’s most beloved biscuit: McVitie’s Chocolate Digestives.
The McVitie’s Chocolate Digestives Experience opened to the public for free entry from Friday 2nd May to Monday 5th May. Found under the dazzling lights of Piccadilly Circus, this immersive experience gave fans the chance to indulge in their favourite chocolatey treat like never before.
From wow-factor edible chocolate digestive creations to astonishing biscuit-based artwork and must-have merch, visitors stepped into a world dedicated to McVitie’s Chocolate Digestives.
At the heart of the experience lay the Biscuit Bar, where visitors topped their own McVitie’s Chocolate Digestives and sampled an exclusive range of innovative McVitie’s Chocolate Digestives treats, specially curated by McVitie’s Head Development Chef, Robert Craggs. Bold and unexpected flavour pairings reinvented the classic favourite like never before.
To commemorate the momentous centennial milestone, limited-edition McVitie’s Chocolate Digestives merch was also available – with visitors getting the chance to win exclusive new designs. This must-have merch included bespoke designed t-shirts, hats, mugs and even socks – a sweet treat, just for their feet!
As a staple of tea breaks and comforting catch-ups through the generations, McVitie’s Chocolate Digestives became an undisputed national treasure and is arguably the nation’s greatest invention – so it was only befitting that its history was chronicled for all to enjoy.
Visitors journeyed through an eye-catching timeline of their favourite biscuit, showcasing the rich history of McVitie’s Chocolate Digestives and its place in British culture since its debut in 1925.
A collection of artwork was also on display – all inspired by, or in some cases made out of, McVitie’s Chocolate Digestives. The art might have looked good enough to eat but, hopefully, visitors resisted!
The McVitie’s Chocolate Digestives Experience was a one-of-a-kind concept store, bringing together history, art, culture and delicious biscuit creations to mark this monumental milestone anniversary in style – perfect for biscuit fans and foodie fanatics alike, and it was one not to be missed.
The McVitie’s Chocolate Digestives Experience was open at 44-48 Regent Street, Piccadilly, W1, London from Friday 2nd May until Monday 5th May, from 11am until 7pm.
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