Overview

• McVitie’s general manager, Anthony Coulson, claims chocolate digestives were originally designed to be eaten with the chocolate side facing down, reigniting a long-standing debate.
• The chocolate-coated version of the digestive biscuit was first introduced in 1925, marking its 100th anniversary this year.
• Centenary celebrations featured projections of the iconic biscuit on the London Eye and Tower Bridge, accompanied by a fireworks display.
• A pop-up store, ‘The McVitie’s Chocolate Digestives Experience,’ is set to open in London next month as part of the ongoing festivities.
• More than 70 million packs of chocolate digestives are sold annually, underscoring their enduring popularity as a staple of British tea culture.