Amanda Holden dazzled onlookers at the centennial bash for McVitie's Chocolate Digestives, donning a figure-hugging, chocolate-coloured dress. The star-studded affair saw her join Roman Kemp, Denise van Outen, and other celebrities on the 'blue carpet' in Piccadilly Circus. Stars including Jess Wright, Tasha Ghouri, Dani Dyer, Scarlett Moffatt, and journalist Sir Trevor McDonald were seen at the exclusive preview event for The McVitie’s Chocolate Digestives Experience.

The immersive pop-up shop follows a range of celebrations that have been in place celebrating 100 years of the beloved Chocolate Digestive. Last week, McVitie's light up London landmarks with a variety of Disgestive-themed projects and they even enlisted a mosaic artists to curate portraits of British icons like David Bowie and Dame Judi Dench, made entirely from broken biscuits. The immersive pop-up, open to the public this weekend is said to be a haven for biscuit lovers.

Delighted by the celebration, Amanda revealed: “As a lifelong fan of eating and dunking Chocolate Digestives, it's an honour to celebrate the 100th birthday at this pop-up experience – it's a must-visit for all my fellow choccy digestive fans!"

She added: “It's amazing how such a humble biscuit has brought joy to so many over the years. I remember when I first introduced them to my children as a little treat.

“Whether they were wrapped in foil for days out – they had to be rationed – or being dipped into a hot chocolate, they are still enjoyed by me and my girls." She shared she's also been commiting a biscuit-eating faux pas, confessing: "Turns out, it's meant to be enjoyed choc side down - who knew?"

This weekend, the centenary festivities roll on with the exclusive pop-up event which is taking place in the heart of London at Piccadilly Circus. The exiciting event is free and there's no need to book, but it's only on for this weekend, so you'll have to clear your schedule if you don't want to miss out!

The star attraction of this one-of-a-kind experience is the Biscuit Bar, where guests can savour never-seen-before treats made from various Digestives. The menu is made up of daring and unexpected flavour combinations, all conjured up by Robert Craggs, the Michelin-trained head development chef at McVitie's.

Among the inventive creations are the 'Hot Pink' biscuit, which melds White Chocolate Digestives with wasabi, raspberry, and white chocolate, and the 'Loaded Gold' biscuit, topped with hazelnut praline and salted caramel. For those seeking a personal touch, there's also a station where Digestive enthusiasts can craft their own customised chocolatey wonders with a range of toppings.

Reflecting on the landmark occasion, Benazir Barlet-Bartada from McVitie's said: "It’s a national celebration of every biscuit break, every conversation, and every cherished moment we’ve all shared with Chocolate Digestives over the last century.”

In honour of the iconic 100th birthday of the nation's beloved biscuit, McVitie's Chocolate Digestives has also launched a range of limited-edition merchandise, from trendy t-shirts to comfy socks and chic caps. Attendees can try their luck at the 'spin and win' event, with a chance to snag some fantastic prizes.

But that's not all – art aficionados will be delighted by a series of artworks inspired by, and even crafted from, the beloved tea-time treat.

The renowned mosaic artist Ed Chapman dedicated over 180 hours and used upwards of 1,000 McVitie's Digestives - including Milk, Dark, Gold, and White varieties - to create intricate portraits of British icons such as David Bowie, Sir Trevor McDonald, and Dame Judi Dench.

Additionally, there's an extraordinary piece showcasing 25 of the most iconic moments from the past century, each illustrated on individual Chocolate Digestives, realised through a sophisticated airbrushing technique.

Benazir Barlet-Bartada added: “We’re thrilled to offer our loyal fans this incredible experience as a way to say thank you for the unwavering support over the last century - here’s to the next 100.”

The McVitie’s Chocolate Digestives Experience is free to attend and open to the public from Friday 2nd May – Monday 5th May from 11AM – 7PM, at 44-48 Regent Street, Picadilly, W1, London.