Jaffa cakes debuts Cherry and Passion Fruit flavours

pladis is adding extra zest to the biscuit aisle with the launch of two new flavours to its £65.9 million McVitie’s Jaffa Cakes brand.

The new twists will see the household favourite swap its classic orange centre for tangy Cherry and tropical Passion Fruit flavours, complete with the same light sponge, coated in delicious crackly dark chocolate. As well as exciting existing McVitie’s Jaffa Cakes fans, pladis believes that these on-trend fruity flavours will encourage new shoppers to buy into the brand.

This isn’t the first time pladis has experimented with new flavours for McVitie’s Jaffa Cakes – the brand launched McVitie’s Jaffa Cakes Pineapple Flavour at the start of 2020 and this new flavour has added £2.1 million retail sales value to the McVitie’s Jaffa Cakes brand so far, according to Nielsen figures.

“McVitie’s Jaffa Cakes are already a store-cupboard staple for over a third (37%) of UK households, with over one billion devoured each year,” says Emma Stowers, brand director for McVitie’s at pladis UK&I.

“The great thing about McVitie’s Jaffa Cakes shoppers is that they’re always eager to try new flavours and formats in addition to our original, classic treat. What’s more, we’ve been able to win round even more new shoppers by adding innovation to this iconic range.

“Pineapple Flavour was a huge hit when it landed on supermarket shelves last year. In fact, it helped us to increase brand penetration and contributed to an increased spend of almost £300,0006 in the Everyday Treats category. Today, the variant remains within our portfolio and demonstrates the clear consumer demand for something a little bit different.

“When it comes to our latest launch, research shows almost three-quarters of younger consumers seek even more flavour innovation in sweet baked goods and you can’t get much more ‘on-trend’ than passion fruit and cherry. NPD incorporating these two flavours increased by +73% and +23% respectively in a year, so we’re confident the introduction of these lines will help us replicate the success of McVitie’s Jaffa Cakes Pineapple Flavour.”

pladis believes that the latest Jaffa Cakes products will achieve significant stand-out on supermarket shelves thanks to the brand’s vibrant new Jaffa Cakes packaging design which also launches this month, paired with novel and colourful illustrations to represent each new flavour.

Stowers continues: “We’d urge retailers to get behind our NPD and stock up now to drive incremental sales amongst younger shoppers seeking out on-trend products, as well as the legion of loyal Jaffa Cakes fans (we call them Jaffanatics!) wanting to try something new.”

McVitie’s Jaffa Cakes Cherry Flavour and McVitie’s Jaffa Cakes Passion Fruit Flavour are now available in supermarkets nationwide, including convenience stores, in boxes of 10 cakes (122g) at an RRP of £1.20. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).

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