McVitie’s partners with Lyons Tea
McVitie’s and Lyons Tea launch limited edition retail partnership celebrating Ireland’s favourite tea and biscuit ritual
Print23 February 2026
Pladis, the global snacking company behind some of Ireland’s most-loved biscuits, is inviting Irish shoppers to enjoy their favourite McVitie’s plain biscuit with a cup of Lyons Tea in a new limited-edition partnership between the brands.
Under the tagline, Cosy Season Isn’t Over Yet, the focus of the partnership of these much-loved brands is the McVitie’s plain biscuit range – Digestives, Hobnobs and Rich Tea – although chocolate lovers can also pick up a pack of McVitie’s Chocolate Digestives or Chocolate Hobnobs as part of the partnership if they are looking for a sweeter treat.
Biscuit category
“The biscuit category is not only the second largest snacking category after chocolate confectionery,” explains Barry Cogavin, head of Ireland, pladis UK&I, “it is associated with daily rituals, where 65% of Sweet Biscuits are consumed with a hot drink.
“We know that 22% of shoppers buy both McVitie’s and Lyons Tea, and our plan is to encourage new shoppers from each category to cross shop by inspiring them to enjoy these amazing brands by pairing their favourite biscuits with a cuppa.
“This is an fmcg match made in heaven, particularly during the winter months when tea and biscuits play a crucial role to warm and comfort consumers on colder days.”
Fiona Collins, head of marketing, Lyons Tea, adds: “We’re proud to partner with McVitie’s to celebrate a much-loved everyday ritual in Irish homes.
“Through strong in-store execution and a compelling promotion, we’re making it easy for shoppers to pick up the perfect pair, driving incremental growth across both tea and biscuit categories.”
The Ireland McVitie’s x Lyons partnership is live across retail and wholesale from 23 February to 31 March.
Read more: Lyons Tea reignites iconic ‘Puts the Talk into Tea’ tagline with powerful new campaign
© 2026, ShelfLife by Ryan Brennan
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