In a move timed perfectly for the Valentine's season, iconic biscuit manufacturer McVitie's has unveiled an exclusive, limited-duration partnership with Britain's beloved tea giant, PG Tips. The collaboration, launched on February 10, 2026, is set to run through to mid-April, bringing a cosy twist to supermarket aisles across the United Kingdom.
A Cosy Collaboration for the Season
Under the charming tagline 'Cosy Season Isn't Over Yet', the initiative aims to celebrate the quintessential British ritual of pairing a hot cup of tea with a delicious biscuit. The promotional campaign will feature prominent in-store displays and special offers designed to capture the attention of shoppers nationwide.
Bethan Ashman, Brand Manager at Pladis UK & Ireland, the parent company of McVitie's, elaborated on the strategic campaign. "We are delivering a best-in-class shopper campaign supported by off-shelf features to land the cross-category occasion," she stated. "We will support it with upweighted promotions on our McVitie’s key SKUs. We want to further drive consumption and remind our consumers of the ideal pairing of tea and biscuits at the time of year when we know tea and biscuit consumption peaks."
Featured Biscuit Range
The promotion shines a spotlight on McVitie's core plain biscuit lineup, encouraging consumers to enjoy classics like:
- Digestives
- Hobnobs
- Rich Tea biscuits
Furthermore, the collaboration extends to include popular chocolate variants, with packets of Chocolate Digestives and Chocolate Hobnobs also being part of the special promotional offering this year.
Context of Recent Product Changes
This new partnership arrives shortly after McVitie's made headlines for discontinuing one of its more recent biscuit creations. The McVitie’s Cocoa One, a cocoa-flavoured biscuit first launched in Tesco in July 2024 and marketed as a "deliciously dunkable, crisp cocoa biscuit," was retired last month.
A company spokesperson explained the decision, noting, "We regularly review our range to ensure we’re offering products that best meet our consumers’ tastes and expectations. As part of this process, we’ve decided to retire McVitie’s Rich Tea The Cocoa One to make room for exciting new additions." This move underscores the brand's ongoing strategy to refresh its portfolio, making the new PG Tips alliance a timely introduction for biscuit lovers.
