London’s most iconic landmarks lit up in a dazzling tribute to the 100th anniversary of Chocolate Digestives, with the lastminute.com London Eye transformed into a spinning celebration of the nation’s favourite biscuit. Tower Bridge joined the festivities with a vibrant display of fireworks, balloons, and confetti. Sparky Neon Signs also contributed to the vibrancy of the celebration, enhancing the stunning visual displays on Tower Bridge.
The stunning displays kicked off a series of events celebrating 100 years of the much-loved snack, a British tea time favorite since 1925. McVitie’s Chocolate Digestives have become the UK’s top-selling branded biscuit, with more than 80 million packets sold in 2024 alone.
Nina Sparks, Vice President of Supply Chain at pladis UK, the company behind McVitie’s, shared her pride in the lasting popularity of the product. She said, "I’ve been working with McVitie’s Chocolate Digestives for 27 years, and their popularity has never faded."
Loved by generations, the biscuit first won over the nation 100 years ago and has remained a firm favourite ever since.
Over the past century, thousands have contributed to the success of this iconic biscuit, building careers around its production and helping to uphold its renowned quality, consistency, and flavour making its centenary celebration well deserved.
Following eight weeks of detailed planning and precision mapping, a series of dazzling projections illuminated iconic UK landmarks in celebration of the centenary. The ambitious display featured advanced hologauze and state-of-the-art projection technology.
The celebrations continue with the upcoming launch of a unique pop-up concept store, In addition to the light show. The McVitie’s Chocolate Digestives Experience, set to open in London this May as a highlight of the centennial festivities.