Amanda Holden, Roman Kemp and Dani Dyer celebrated 100 years of McVitie's Chocolate Digestives at immersive London pop-up preview

• Famous faces from Amanda Holden to Roman Kemp and Dani Dyer flocked to the “blue carpet” under the bright lights of Piccadilly Circus for an exclusive preview of The McVitie’s Chocolate Digestives Experience
• Guests were among the first to taste never-seen-before McVitie’s Chocolate Digestives creations, exclusively available at the experience
• TV personality, judge and presenter Amanda Holden paid tribute, performing an Ode to honour the 100th anniversary of the nation’s favourite biscuit
• The pop up will open in London from Friday 2nd – Monday 5th May and is free to attend

A star-studded line up of celebs – from Amanda Holden to Roman Kemp, Dani Dyer and Ashley James – flocked to the “blue carpet” last night for a preview of The McVitie’s Chocolate Digestives Experience.

Celebrating 100 years of a true British icon, the immersive pop-up store, which has been designed to be a chocolate digestives-lover’s paradise is opening in London from Friday 2nd – Monday 5th May.

Under the dazzling lights of Piccadilly Circus, Amanda Holden stunned in a custom-made outfit inspired by Jane Asher’s iconic 1990’s McVitie’s advert as she opened the celebrations with a reading of the “Ode to McVitie’s Chocolate Digestives”, while Kimberly Wyatt looked picture perfect in a denim dress and gold heels.

Amanda Holden comments: "As a lifelong fan of eating and dunking McVitie's Chocolate Digestives, it's an honour to celebrate the 100th birthday at this this pop-up experience. It's a must-visit for all my fellow choccy digestive fans! It's amazing how such a humble biscuit has brought joy to so many over the years. I remember when I first introduced them to my children as a little treat. Whether they were wrapped in foil for days out (they had to be rationed) or being dipped into a hot chocolate - they are still enjoyed by me and my girls. And here's a delightful surprise— I just found out I've been eating my biscuit upside down all this time! Turns out, it's meant to be enjoyed choc side down - who knew?!"

Other guests in attendance included Jess Wright, Scarlett Moffatt, Tasha Ghouri, Jake Quickenden, as well as Strictly stars Katya Jones and Carlos Gu.

Today, these pictures reveal a sneak peek of The McVitie’s Chocolate Digestives Experience.

Celebrating a century of McVitie’s Chocolate Digestives

At the heart of the experience is the Biscuit Bar, where visitors can sample never-before-seen McVitie’s creations made from a range of McVitie’s Digestives - including Milk, Gold, White and Dark. Curated by Robert Craggs, the Michelin-trained Head Development Chef for McVitie’s, the 'Hot Pink' is a daring fusion of White Digestives, raspberry, wasabi and pistachio; while the ‘Loaded Gold' sees plain Digestives topped with hazelnut praline and salted caramel. A nod to nostalgic flavours, the 'Rocky Road' is made of McVitie’s Seriously Chocolatey Digestives, sandwiched with dark chocolate, mini marshmallows, raisins and cranberries, topped with a white chocolate and lime ganache; and the 'Choc on Choc' offers the best of both worlds - Milk Chocolate Digestives with white chocolate and dried fruit toppings. 

The bar also features a personalisation station where fans can build their own dream McVitie’s Chocolate Digestives with a range of toppings. For the ultimate indulgence, warm McVitie’s Chocolate Digestives are served fresh from the oven – impossible to resist.

To commemorate the momentous centenary milestone of the nation’s greatest invention, limited-edition McVitie’s Chocolate Digestives merch, from playful t-shirts to socks and hats, will be available to win. Visitors will have the chance to “spin to win” to get their hands on a prize, ranging from a piece of must-have merch, through to a packet of your favourite McVitie’s Chocolate Digestives. And for those who wish to capture the occasion, there’s a photobooth and giant teacup for those all-important snaps. 

After chancing it with the “spin to win”, guests can head over for a game of “Choc Up or Choc Down” – a “four-in-a-row” inspired interactive installation. Inspired by the timeless debate of whether to eat your McVitie’s Chocolate Digestives chocolate-side up or down, the game puts biscuit lovers to the ultimate test.

Next, head to the gallery to see a collection of incredible art pieces inspired by – and even made from – McVitie’s Chocolate Digestives. Highlights include biscuit portraits of British icons, David Bowie, Sir Trevor McDonald and Dame Judi Dench, created by mosaic artist Ed Chapman and crafted from hundreds of mosaic fragments of the nation’s favourite biscuit. The trio were recently named among the top 10 true original British icons in a McVitie’s-commissioned poll.

You’ll also find a unique work showing 25 of the greatest moments from the last 100 years, each depicted on individual McVitie’s Chocolate Digestives – a unique display showcasing the biscuit brand’s rich heritage and presence through history. Each was intricately brought to life on a biscuit using a delicate airbrushing technique.

If you keep your eyes peeled, you might spot some unexpected artwork surprises too. Think meme-style reworks of classic artworks, all with a McVitie’s Chocolate Digestives twist, created by acclaimed artist, illustrator and designer Quentin Devine.

And no centenary celebration would be complete without a look back. Discover the rich history of this beloved biscuit in a visual timeline charting its journey from 1925 to today.

Benazir Barlet-Bartada, spokesperson for McVitie’s, comments: “This 100th anniversary is not just about a biscuit. It’s a national celebration of every biscuit break, every conversation, and every cherished moment we’ve all shared with McVitie’s Chocolate Digestives over the last century. We’re thrilled to offer our loyal fans this experience as a way to say thank you for the unwavering support over the last century. Here’s to the next 100!”

The McVitie’s Chocolate Digestives Experience is free to attend and open to the public from Friday 2nd – Monday 5th May from 11AM – 7PM, at 44-48 Regent Street, Piccadilly, W1, London.

The McVitie’s Chocolate Digestives Experience:
Location: Below the Lights, 44-48 Regent Street, Piccadilly, W1, London
Dates: Friday 2nd to Monday 5th May 2025
Opening times: 11am – 7pm
Entry: Entry is free, no booking required.