McVitie’s Jaffa Cakes adds cherry and passion fruit variants

Pladis has added two new flavours to its McVitie’s Jaffa Cakes range.

McVitie’s Jaffa Cakes Cherry Flavour and McVitie’s Jaffa Cakes Passion Fruit Flavour are now available in boxes of 10 cakes (122g) at an RRP of £1.20. 

“McVitie’s Jaffa Cakes are already a store-cupboard staple for over a third (37%) of UK households (Kantar), with over 1 billion devoured each year,” said 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.”

Stowers explained how previous additions to the range have boosted sales. “Pineapple Flavour was a huge hit when it landed on supermarket shelves last year. In fact, it helped us to increase brand penetration [1.1% according to Kantar] and contributed to an increased spend of almost £300,000 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.”