McVitie's chocolate digestive experience London: Dates, times, and details of biscuit pop-up

For the first time, McVitie’s is launching a one-of-a-kind concept store to celebrate 100 years of the nation’s most beloved biscuit – The chocolate digestive.

The McVitie’s Chocolate Digestives Experience will open to the public for free entry from Friday, 2nd May until Monday, 5th May.

Found under the dazzling lights of Piccadilly Circus, this immersive experience will give fans the chance to indulge in their favourite chocolatey treat like never before.

From wow-factor edible chocolate digestive creations to astonishing biscuit-based artwork and must-have merch, visitors will step into a world dedicated to McVitie’s Chocolate Digestives.

At the heart of the experience will lie the Biscuit Bar, where visitors can top their own chocolate digestives and sample an exclusive range of innovative treats, specially curated by McVitie’s Head Development Chef, Robert Craggs. Think bold and unexpected flavour pairings that reinvent the classic favourite like you’ve never seen before.

To commemorate the momentous centennial milestone, limited-edition merchandise will also be available, with your chance to win exclusive new designs.

Visitors will journey through an eye-catching timeline of their favourite biscuit, showcasing the rich history of McVitie’s Chocolate Digestives and its place in British culture since its debut in 1925.

A collection of artwork will also be on display – all inspired by or in some cases made out of biscuits. The art might look good enough to eat – but please don’t!

The McVitie’s Chocolate Digestives Experience is free to visit, and will open at 44-48 Regent Street, Piccadilly, W1, London from Friday 2 May until Monday 5 May, from 11am until 7pm.

For further information on McVitie’s products, visit www.mcvities.co.uk

Location: Below the Lights, 44-48 Regent Street, Piccadilly, W1, London

Dates: Friday 2nd May to Monday 5th May 2025

Opening times: 11am – 7pm

Entry: Entry is free, no booking required.