Friday 12 June 2015

PRODUCT RETURN: McVitie's Orange Milk Chocolate Digestives

They went away and, as the pack indicates, they're back. To be honest, I didn't really see them the first time around so this point was kind of lost on me; however, the combination of chocolate and orange is one I've always loved so I couldn't resist giving them a go.

McVitie's Orange Milk Chocolate Digestives - Packaging On Angle

THOUGHTS
Packaging:

McVitie's Orange Milk Chocolate Digestives - Packaging Front

With all the many variants in the Digestives range integrated on the design front, this packaging shares the signature Digestives graphics with an image of orange segments to customise things just a little. Moreover, the packaging is bright and cheery with a plain orange design that naturally picks up on and communicates the key ingredient. That said, whilst the range's palette swap approach does produce designs that are logical and coherent, individual products do lose a punchy sense of character and, consequently, are relatively easy to gloss over.

McVitie's Orange Milk Chocolate Digestives - Packaging Above

McVitie's Orange Milk Chocolate Digestives - Packaging Back

Looking around the other side of the packaging and basic information is provided in a clear and concise manner. Indeed, I felt the light orange text boxes and blue text worked in well with the colours introduced in the principal design.

Biscuits:
McVitie's Orange Milk Chocolate Digestives - Biscuit Front and Back

McVitie's Orange Milk Chocolate Digestives - Biscuit Cross Section

Weighing in at around 15g with a diameter of 65mm the Digestive is of respectable weight and size. Indeed, in dunking terms, this biscuit proved that chocolate, orange and wholewheat biscuit is obviously strong stuff as it took over 30 seconds submerged in a fresh cuppa for this offering to structurally fail. Appearance-wise, this variant looked like a bog-standard milk chocolate digestive, which isn't a bad thing, and even the cross section didn't show evidence of the added ingredient. That said, the smell gave away the orange as an aroma reminiscent of Terry's Chocolate Orange was discernible.

Taking a bite, undunked, the orange did come through and it sat well alongside the milk chocolate, which provided lusciously creamy, cocoa-infused notes as I continued to chew it. The significant biscuit layer provided a great textural contrast as it gave the biscuit a bit of resistance. Moreover, I found the biscuit layer to be a welcome mellow component alongside the indulgent feel of the topping. 

On the other hand, when dunked the texture of the biscuit layer was obviously lost but those sweet, milky cocoa notes emerged with full force alongside a very prominent taste of orange creating a particularly indulgent feel. Personally, after eating them like this, I would probably switch out the milk chocolate for dark in order to temper the sweetness a bit and give the biscuit a more balanced taste profile. 

SUMMING UP
The packaging was logical in its use of colour and it was coherent with the larger Digestives range. However, on the shelf, this nicely integrated look did compromise the personality of individual brands making it easier for the eye to gloss over. The biscuits themselves looked like normal milk chocolate Digestives but there was a pleasant orange-chocolate aroma about them. Undunked, the plain wheat base provided a great contrast in textures whilst the orange was carried through nicely on a smooth wave of milky chocolate. Dunked, the biscuits proved incredibly sturdy as they held together for over 30 seconds in a freshly made cuppa. Taste-wise, the texture of the base was lost but sweeter, milker notes of chocolate hit the palette immediately alongside a prominent orange flavour to create a very indulgent feel. All in all, aa tasty addition to the range but one I would certainly like to see in a dark chocolate version.

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