Amanda Holden stunned as her other stars were out celebrating the 100th anniversary of McVitie’s Chocolate Digestives at a special pop-up event in the centre of London’s Piccadilly Circus
Amanda Holden looked sensational as she graced an event celebrating the 100th anniversary of McVitie’s Chocolate Digestives. She turned heads in a figure-hugging, chocolate-coloured dress, joining Roman Kemp, Denise van Outen, and other celebrities at the glamorous ‘blue carpet’ event in Piccadilly Circus.
Also in attendance were TV personalities Jess Wright, Tasha Ghouri, Dani Dyer and Scarlett Moffatt as well as journalist Sir Trevor McDonald, all gathered for the unveiling of an immersive pop-up store dedicated to biscuit enthusiasts. The pop-up experience features exciting giveaways, specially crafted treats, and a personalised biscuit station, creating a delightful celebration to honour the milestone.
Talking about the event she said: “As a lifelong fan of eating and dunking Chocolate Digestives, it’s an honour to celebrate the 100th birthday at this pop-up experience.”
She described it as a must-visit for any fans of the beloved Chocolate Biscuit. She continued: “I remember when I first introduced them to my children as a little treat. They are still enjoyed by me and my girls.” She also shared she has been eating the biscuits incorrectly this whole time. “Turns out, it’s meant to be enjoyed choc side down – who knew?”
Last week, McVitie’s dazzled Londoners with a spectacular light show projecting images of the beloved biscuits onto the city’s iconic landmarks, all in honour of it’s 100th anniversary celebrations.
This weekend the centenary celebrations continue with the exclusive pop-up event right in the heart of London at Piccadilly Circus. It’s open to the public for free but for one weekend only, so if you want to visit you’ll need to clear your calendar.
At the centre of this unique experience is the Biscuit Bar, where visitors can indulge in never-before-seen treats crafted from a variety of Digestives.
The menu is a treasure trove of bold and surprising flavour pairings, masterminded by Robert Craggs, the Michelin-trained head development chef at McVitie’s.
Among the innovative offerings are the ‘Hot Pink’ biscuit, blending White Chocolate Digestives with wasabi, raspberry, and white chocolate, and the ‘Loaded Gold’ biscuit, adorned with hazelnut praline and salted caramel.
For those looking to add a personal touch, there’s also a station where Digestive devotees can create their own customised chocolatey delights with a selection of toppings.
Speaking about the milestone, Benazir Barlet-Bartada from McVitie’s shared: “This 100th anniversary is not just about a biscuit. t’s a national celebration of every biscuit break, every conversation, and every cherished moment we’ve all shared with Chocolate Digestives over the last century.”
To celebrate the iconic 100th birthday of the nation’s cherished biscuit, McVitie’s Chocolate Digestives has also created a selection of limited-edition merch, from snazzy tees to cosy socks and stylish caps.
All of these are available to win as part of the ‘spin and win’ taking place as part of the event.
But if that wasn’t enough, there is also a collection of art pieces inspired by – and even made from – the tea-break staple.
Commissioned mosaic maestro Ed Chapman spent over 180 painstaking hours, using more than 1,000 McVitie’s Digestives – Milk, Dark, Gold, and White varieties – to meticulously piece together portraits of British legends including David Bowie, Sir Trevor McDonald, and Dame Judi Dench.
There’s also a unique work showing 25 of the greatest moments from the last 100 years, each depicted on individual Chocolate Digestives, brought to life on a biscuit using a delicate airbrushing technique.
Benazir Barlet-Bartada expressed excitement saying: “We’re thrilled to offer our loyal fans this incredible experience as a way to say thank you for the unwavering support over the last century – here’s to the next 100.”
Biscuit buffs can hit up the McVitie’s Chocolate Digestives Experience without spending a penny.
It’s popping up from Friday 2nd May to Monday 5th May, 11AM – 7PM, at 44-48 Regent Street in Piccadilly, London, W1.
