Muffins go mini

The McVitie’s Cake Company is set to mix up the eat now cake market with the launch of McVitie’s Jaffa Cakes Mini Muffins and Galaxy Mini Muffins. The new two-pack formats are available now to C & I and Grocery channels, and are the first branded chocolate topped mini muffins.

Responding to the growing demand for on-the-go bite-sized treats, the unique mushroom shaped mini muffins are injected with tasty fillings and topped with chocolate. McVitie’s Jaffa Cakes Mini Muffins consist of a light sponge with a bittersweet dark chocolate topping and include the smashing orangey bit, whilst Galaxy Mini Muffins contain a deliciously smooth chocolate cream centre, topped in Galaxy milk chocolate. The launches mark the arrival of the first branded chocolate topped mini muffins available in the market so are sure to be popular with consumers.

With an MRRP of £0.89, each pack contains two mini muffins and come in cases of 12 packs. The launches will be supported by promotional activity to drive trial and directly replace the McVitie’s Jaffa Cake Big Muffin and Galaxy Big Muffin to capitalise upon the growing trend for mini snacking portions. The convenient format provides consumers with the perfect pack size to share with a friend, to eat both in one go or to save one for later.

David Fowler, marketing controller at McVitie’s Cake Company, comments, “We’re confident that these great tasting mini muffins will benefit from the huge consumer appeal that these two much-loved, well known brands bring. This combined with their unique mushroom shape, tasty fillings and chocolate topping, will no doubt extend mini muffins beyond their traditional position in coffee shops and in-store bakeries, driving sales for retailers.”

“Whether it’s a smooth chocolate topping or the smashing orangey bit in the Jaffa Cakes Mini Muffin, each product satisfies the growing consumer demand for miniature snacking treats that can be easily eaten on-the-go. Retailers should get stocked up on each variant to take advantage of the launches, merchandising them on an Eat Now sweet snacking fixture or alongside confectionery.”