23 April 2025
The lastminute.com London Eye was illuminated with a giant rotating projection of the beloved McVitie’s Chocolate Digestive, while Tower Bridge featured a burst of fireworks, confetti and balloons, with County Hall following suit
Later this month, McVitie’s will unveil a unique concept store, The McVitie’s Chocolate Digestives Experience, the first of its kind, inviting fans to join the 100th anniversary celebrations of McVitie’s Chocolate Digestives
London landmarks were lit up with a spectacular light display last night 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, including 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 remain the original, and still the best. In fact, in 2024, more packets of McVitie’s Chocolate Digestives were sold than any other branded biscuit.*
Nina Sparks, Vice President of Supply Chain and responsible for the entire journey of the McVitie’s Chocolate Digestive for pladis UK, owner of McVitie’s, commented, “I have worked with McVitie’s Chocolate Digestives for 27 years, and in that time their popularity has never waned. It’s a biscuit that the nation took to its heart 100 years ago and has remained the nation’s favourite for decades. Thousands of people have built their career around this wonderful biscuit, and my thanks go to all those who have worked over the last 100 years to maintain its quality, consistency, and deliciousness – it deserved its time in the spotlight.”
The ambitious projections took eight weeks of meticulous planning and 343 hours of precision mapping to seamlessly align the visuals that celebrated the original biscuit with each landmark’s unique structure, making use of cutting-edge hologauze and projection technology.
The centenary celebrations also included the opening of a one-of-a-kind concept store in central London this May, offering fans an immersive experience.
The McVitie’s Chocolate Digestives Experience indulged fans with the chance to experience their favourite chocolatey biscuit like never before through a collection of unique spaces. Visitors encountered delicious and unexpected McVitie’s Chocolate Digestives creations, astounding artwork, must-have merch, and plenty more.
The concept store opened at Below the Lights, Piccadilly Circus, London from Friday 2nd May until Monday 5th May.
Nina Sparks continued, “The celebrations weren’t just for us, though. They were for everyone who has bought and enjoyed McVitie’s Chocolate Digestives in the last 100 years. The McVitie’s Chocolate Digestives Experience provided a chance for chocolate digestives fans to celebrate with us.”
*(according to Nielsen to 1st February).
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