pladis UK&I to take bigger bite in snacking with McVitie’s Jaffa Cakes Nibbles

  • pladis UK&I brings consumer favourite McVitie’s Jaffa Cakes to a new and innovative bite-size format with the launch of Jaffa Cakes Nibbles
  • Over 1 billion Jaffa Cakes are eaten every year[1] in the UK and Nibbles will bolster the brand to drive sales for alternative eating occasions
  • Launch comes as pladis introduces fresh new look for the Jaffa Cakes brand

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is expanding its £54 million[2] household brand, Jaffa Cakes, into new territory with the launch of Jaffa Cakes Nibbles.

Launching in early January 2019, the newcomer will offer consumers the familiar zesty orange centre and light sponge, coated in delicious milk and dark chocolate in a moreish, bite-sized format. Perfect for sharing or on-the-go, Jaffa Cakes Nibbles will look to capture shoppers seeking a sweet treat at any time of the day.

“Jaffa Cakes Nibbles will enable consumers to enjoy the much-loved snack like never before,” explains Emma Stowers, Brand Director for McVitie’s at pladis UK&I. “This new and exciting concept is a total game-changer for the brand and Jaffa Cakes fans alike.”

“We know the UK loves Jaffa Cakes, with over 1 billion being eaten every year[3], and we’re confident the brand-new format will appeal to a new generation of Jaffa Cakes Nibblers and help to unlock new consumption moments.”

A store-cupboard staple among millions of UK consumers, almost a third (31%) of UK households buy into Jaffa Cakes[4].

“Our current pool of loyal shoppers are buying Jaffa Cakes four times every year on average[5], which has helped us to grow value sales +5.6% year-on-year[6]. We’ll look to drive an increase in regular purchases with the new Nibbles format, while capturing incremental sales from 18-34 year-old ‘social explorers’ who are passionate about food and wanting to enjoy a sharing snacking treat.”

The launch comes as pladis UK&I introduces an eye-catching new look for the Jaffa Cakes brand. The updated pack design aims to refresh and modernise the brand by emphasising its distinctive and playful cues, such as the zesty orange.

McVitie’s Jaffa Cakes Nibbles will be available in a 100g sharing pouch, as well as a 39g on-the-go handy pack with an RSP of £1.50 and £0.69 respectively. Both packs are recyclable via pladis’ partnership with Terracycle (www.terracycle.co.uk). The range will be available from 7 January 2019 across all major retailers nationwide.

Summary of McVitie’s Jaffa Cakes Nibbles range availability:

Jaffa Cakes Nibbles, 100g
RSP: £1.50

Jaffa Cakes Nibbles, 39g
RSP: £0.69

[1] pladis Sales Out data

[2] Nielsen data, value sale, MAT to 03.11.18

[3] pladis Sales Out data

[4] Kantar data, MAT to 07.10.18 vs LY

[5] Kantar data, MAT to 07.10.18 vs LY

[6] Nielsen data, Value sales, MAT to 03.11.18