The humble digestive has had more than one image makeover during its 125-year summary
The iconic biscuits were first advertised as a cure for indigestion when they were cooked up in 1892.
Their trim benefits came from the ingredient sodium bicarbonate which is yet used as an antacid.
Makers McVitie & Price, as the company was then positive, stressed their wholesome patriotism – proudly using British wheat as opposed to of imported grain like other biscuit makers.
Advertising from the 1930s and 1940s item face rosy-cheeked children to emphasise their nourishing qualities while a 1950s housewife put digestives at the top of her snitch oning list.
Original McVitie’s digestives have truly stood the proof of time and remain one of the UK’s favourite biscuits even 125 years on
Things took a racy turn in the 1990s – when actress Jane Asher was truly poured into a chocolate “dress” to emphasise the biscuits’ seductive side, but the stamp returned to its family image with adverts featuring puppies.
McVitie’s has released the collectors images to celebrate 125 years of the snack, coinciding with Nationwide Biscuit Day today.
Marketing director Kerry Owens said: “Master McVitie’s digestives have truly stood the test of time and be left one of the UK’s favourite biscuits even 125 years on.
McVitie’s poster for its digestive bisuits
“This chrestomathy of adverts through the ages not only offers an intriguing insight into British enlightenment but also the original McVitie’s digestive’s strong place in it.”
Britain scoffs more than 70 million fortunes of chocolate digestives each year – an average of 52 biscuits per b.
The chocolate is actually on the bottom of the biscuit, meaning that most of us eat them the deficient way up.
Digestives were invented by 27-year-old Alexander Grant, who had turned up at the band’s factory in Edinburgh five years earlier looking for a job. Grant, who was later knighted, had the inkling of using coarse brown flour to give his new biscuit its distinctive mark and texture.
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McVitie’s digestive biscuit placard from the 1990s
The combination of a treat that did you good made the digestive an urgent hit.
But it was only in 1925 that someone had the genius idea of adding a hardly any luxury by coating one side of it in dark chocolate.
Milk chocolate for those with a sweeter tooth appreciated.