McVitie 100th Anniversary Cakes
Heritage Celebrated
McVitie 100th Anniversary Cakes
A landmark brand moment, interpreted with quiet luxury.
McVitie 100th Anniversary Cakes
The Brief
Pladis — the global snacking company behind McVitie's — approached Mooies to mark a genuine centenary: 100 years of the McVitie's Chocolate Digestive. The commission came directly from a Business Account Manager on pladis' team, who asked for a pair of statement number cakes where the "00" didn't just decorate the celebration, but became the biscuit itself — one zero reading as the top of a Chocolate Digestive, the other as its underside, imprint and all. Real McVitie's biscuits were to be worked in and around the cakes, alongside a "Happy Birthday" call-out to the brand. As the commissioning brand, pladis gave Mooies direct authority to use McVitie's own branding and logo detailing in the design — a level of trust not typically extended to an outside maker. The site itself set the only real constraint: no nuts or sesame seeds permitted anywhere in the build.
Our Creation
We hand-sculpted both number cakes, researching McVitie's own biscuit construction to recreate an authentic Chocolate Digestive from scratch rather than simply decorating a cake to resemble one. Each zero was modelled by hand: the first finished in rippled waves of Belgian milk couverture chocolate, echoing the biscuit's chocolate-coated top; the second moulded with the digestive's signature reverse imprint, so it reads as a real biscuit from every angle. Genuine McVitie's biscuits were layered through and arranged around the cakes as specified, tying the sculptural centrepiece back to the product it was celebrating.
Delivery & Set-Up
The cakes were delivered to McVitie's London site within a fixed collection window, timed for the team to be on hand between 9am and 12pm, and built throughout to the site's strict nut- and sesame-free requirement. Mooies handled full white-glove delivery and final presentation on-site ahead of the celebration.
Why It Matters
This commission came from pladis' own account management team — not a retailer or agency intermediary — for one of Britain's most recognised biscuit brands, and it's rare for a brand to hand over its own trademark and packaging detail to an outside maker; here, McVitie's authorised Mooies to use its branding directly in the design, treating the cake as an extension of the brand itself rather than a licensed knockoff. The result also stands as one of the most technically demanding pieces in the portfolio: Roger researched and replicated the actual construction of a Chocolate Digestive by hand, sculpting both the couverture-finished top and the imprinted underside from scratch rather than simply decorating around the brand's imagery. And the delivery reflected the realities of working with a manufacturing site rather than a private client — a fixed morning collection window and a strict nut- and sesame-free build, handled without compromise to the finished piece. Together, it's a commission that shows Mooies operating at brand level: trusted with intellectual property, capable of real technical craft, and reliable on an industrial site's own terms.
- Blue‑chip FMCG commission
- Centenary celebration for a heritage brand
- Exclusive approval to showcase
- Mooies’ ability to interpret legacy brands
Inspired by This Commission
This couture cake was created exclusively for our client.
Explore a similar flavour profile in our Custom Number Cakes
Join the Mooies Circle for private flavour launches and members-only events.
