Confectionary company Pladis has launched a limited-edition partnership between biscuit brand McVitie’s and PG Tips tea.

The collaboration is rolling out ahead of Valentine’s Day, under the tagline, ‘Cosy Season Isn’t Over Yet’.

The move builds on the popularity of tea breaks among Brits, with 65% pairing sweet biscuits with a cup of tea, according to research from Kantar Worldpanel.

The campaign features an in-store promotion running across grocery retail and wholesalers from now until mid-April.

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As part of the offer, the brand plans to highlight McVitie’s hero plain biscuit range, which includes Digestives, Hobnobs and Rich Tea, which are the most consumed during the tea break occasion.

Shoppers will also be able to choose between a pack of McVitie’s chocolate digestives or chocolate hobnobs as part of the deal.

Bethan Ashman, brand manager at Pladis UK& Ireland said: “We are delivering a best-in-class shopper campaign supported by off-shelf features to land the cross-category occasion, and we will support it with upweighted promotions on our McVitie’s key SKUs.

“We want to further drive consumption and remind our consumers of the ideal pairing of tea and biscuits at the time of year when we know tea and biscuit consumption peaks.”

Pladis is also operating a similar partnership in Ireland with popular consumer brand Lyons Tea, which will run from 23 February to 3 March.