pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is adding some extra flavour to its £64 million McVitie’s Jaffa Cakes brand[1] with the re-launch of McVitie’s Jaffa Cakes Lemon & Lime.

Back by popular demand, the latest citrusy variant will see the household favourite swap its classic orange centre for zesty lemon and lime, and will comprise the same light sponge, coated in the brand’s iconic, crackly dark chocolate.

Joining the flavour portfolio that has included Pineapple, Cherry and Passion Fruit – which have collectively added £3.9M retail sales value to the brand[2] – McVitie’s Jaffa Cakes Lemon & Lime will boost sales among the brand’s dedicated fanbase of ‘Jaffanatics’, all whilst attracting a legion of younger shoppers seeking exciting flavour innovation.

“With over 1 billion McVitie’s Jaffa Cakes munched each year[3], it’s no secret that they are a firm favourite in Brits’ biscuit tins,” says David Titman, Marketing Director – McVitie’s at pladis UK&I. “In fact, McVitie’s Jaffa Cakes are already a snacking staple for over one in three (37%) UK households[4].

“Within this shopper base, over 10% buy flavour innovation in addition to the core, showcasing the important role we know McVitie’s Jaffa Cakes Lemon & Lime will play in driving incremental sales for our retail customers. It’s also a flavour which is regularly requested to be brought back on our social channels.

“The success of our previously launched flavours proves that our ‘Jaffanatics’ are always eager to taste test fun new flavours and formats. Plus, as we know that almost three-quarters of younger consumers seek even more flavour innovation in sweet baked goods[5],  it’s clear that introducing this new line will drive brand penetration and, in turn, higher volume sales.”

The eye-catching, vibrant packaging features modern, playful graphics to represent the new flavour, along with a ‘new’ flash on-pack to draw shoppers’ attention – all of which will enable McVitie’s Jaffa Cakes Lemon & Lime to achieve significant standout on-shelf.

McVitie’s Jaffa Cakes Lemon & Lime will be available from the beginning of January in supermarkets – as well as in the convenience and wholesale channels – nationwide, 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).

[1] Nielsen GB Total Coverage 52 w/e 27 November 2021

[2] Nielsen GB Total Coverage 52 w/e 27 November 2021

[3] pladis Sales Out data

[4] Kantar data

[5] Mintel, 2020. 74% of 16-34-year-olds would like to see more innovative flavours in sweet baked goods.

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