Slightly mad brand pop-ups are the thing these days. We've recently had KitKat launching a new Blockbuster store and Bosch making you eat off the floor. Next up, a temple to chocolate digestives.
This time, it's McVitie's behind the pop-up as they're currently celebrating 100 years of their much-imitated Chocolate Digestives. Right on Piccadilly Circus in the Beneath the Lights space (that's next to Boots), you'll find a space with "biscuit-based artwork", merch like t-shirts, hats and socks and, most importantly, things to eat.
The main part of the event is the Biscuit Bar, where you'll be able to add toppings to the biscuits as well as grab some"McVitie’s Chocolate Digestives treats" and some "unexpected flavour pairings" on offer. We're assuming you'll also be able to get a cup of tea because what is a digestive without tea to dunk it in?
It's free and you don't have to book either, but as it's on over the bank holiday weekend, expect a few queues for this one.
More about The McVitie's Chocolate Digestive Experience
Where is it? Below the Lights, 44-48 Regent Street, London W1
When? 2-5 May 2025
How to book: Walk-in only
Find out more: Follow them on Instagram @mcvitiesofficial
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