Adverts show how British went crackers for biscuits

DECADES OF adverts for digestive biscuits have been published, showing how social trends have changed over the years.

McVitie’s created its popular biscuit in 1892, with its earliest adverts highlighting how “nourishing” it was, with later ones featuring young children.

Actress Jane Asher appeared in adverts during the 1990s, while the latest ones use Corgi puppies and seal pups emerging from the packets of biscuits.

The adverts were published on National Biscuit Day, marking the 125th anniversary of the digestive.

Kerry Owens, McVitie’s marketing director, said: “Original McVitie’s Digestives have truly stood the test of time and remain one of the UK’s favourite biscuits even 125 years on. We’re delighted to reveal this fascinating collection of adverts through the ages, which not only offers an intriguing insight into British culture, but also the original McVitie’s digestives’ strong prominence in British culture through the ages and our long-standing British heritage that we’re all extremely proud of.”

New research, commissioned by McVitie’s has revealed the levels of passion many Brits have when it comes to their love of biscuits, with half of the population proclaiming that they are a ‘biscuit lover’.

It found that the average Brit buys two and a half packets a month – with six per cent unable to go a day without their favourite biscuit.