London's iconic landmarks were lit up in a spectacular tribute to the centenary of Chocolate Digestives, with the lastminute.com London Eye becoming a spinning homage to the nation's favourite biscuit. Tower Bridge wasn't left out, putting on a dazzling display of fireworks, balloons, and confetti to join the celebration.

The eye-catching displays kicked off a string of events commemorating 100 years of the beloved snack, which has been a fixture in British tea breaks since 1925. McVitie's Chocolate Digestives have become the UK's top-selling branded biscuit, with sales surpassing 80 million packets in 2024 alone.

Nina Sparks, Vice President of Supply Chain for pladis UK, the company behind the McVitie’s brand, shared her pride in the product: “I have worked with the McVitie’s Chocolate Digestives for 27 years and in that time its popularity has never waned.

“It’s a biscuit that the nation took to its heart 100 years ago and has remained the nation’s favourite for decades.

“In that time, thousands of people have built their career around this wonderful biscuit and my thanks goes to all those who have worked over the last 100 years to maintain its quality, consistency and deliciousness – it deserves its time in the spotlight."

After eight weeks of meticulous planning and precision mapping, the dazzling projections brought a number of iconic UK landmarks to life as part of the centennial birthday bash. The ambitious project utilised cutting-edge hologauze and projection technology.

But the celebrations aren't over, as a one-of-a-kind pop-up concept store, The McVitie's Chocolate Digestives Experience, will debut in London this May as another key centennial event.

Situated in the heart of Piccadilly Circus, the immersive store will be open from Friday 2 May to Monday 5 May at Below the Lights, promising an absolute treat for biscuit enthusiasts.

Entry to the store is free and visitors can indulge in quirky bakes, exclusive merchandise, and art inspired by the quintessential Digestives.

Nina added: “The celebrations aren’t just for us though. They are for everyone who has bought and enjoyed Chocolate Digestives in the last 100 years. The Chocolate Digestives Experience provides a chance for chocolate digestives fans to celebrate with us.”