Some of London’s most famous landmarks were illuminated with dazzling light projections to celebrate 100 years of Chocolate Digestives. The lastminute.com London Eye was transformed into a towering tribute, showcasing a jaw-dropping 360-degree rotating projection of the beloved biscuit. Tower Bridge joined the festivities with a vibrant showreel of fireworks, balloons, and confetti.
These show-stopping visuals marked the start of a series of centennial celebrations for the iconic treat, which has been a staple of British tea breaks since 1925. With over 80 million packets of McVitie’s Chocolate Digestives sold in the UK annually, the popular biscuit outsold every other branded biscuit in 2024.
Nina Sparks, Vice President of Supply Chain for pladis UK, the company behind the McVitie’s brand, remarked: “I have worked with the McVitie’s Chocolate Digestives for 27 years and in that time its 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,” she added.
“In that time, thousands of people have built their career around this wonderful biscuit and my thanks goes to all those who have worked over the last 100 years to maintain its quality, consistency and deliciousness – it deserves its time in the spotlight.”
The ambitious projections required eight weeks of meticulous planning and precision mapping to align the visuals perfectly with each landmark, using advanced hologauze and projection technology.
Next on the centennial agenda is a one-of-a-kind pop-up store: The McVitie’s Chocolate Digestives Experience, which is set to open in London this May.
Located in Piccadilly Circus, the immersive concept store promises to be a biscuit-lover’s dream, featuring quirky bakes, exclusive merchandise, and Digestives-inspired art.
Entry is free, but the store will operate for one weekend only, from Friday 2 May to Monday 5 May, at Below the Lights, Piccadilly Circus.
Nina added: “The celebrations aren’t just for us though. They are for everyone who has bought and enjoyed Chocolate Digestives in the last 100 years.
“The Chocolate Digestives Experience provides a chance for chocolate digestives fans to celebrate with us.”
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