Pladis has added a new variant to its McVitie’s Jaffa Cakes range, which is currently worth nearly £65m.
Jaffa Cakes Rockin’ Raspberry is described as a “fresh, zingy twist on the much-loved classic”. It features the same light sponge, topped with the brand’s signature chocolate, but with the orange jelly making way for a new raspberry centre.
Aimed at building on the success of a flavour portfolio, which has included Pineapple, Cherry, Passion Fruit and Lemon & Lime, the lineup of Jaffa Cakes variants has delivered £10.5m worth of sales to the brand since the beginning of 2021.
The company stated that McVitie’s Jaffa Cakes Rockin’ Raspberry aims to help retailers drive incremental sales among a new generation of shoppers seeking novel flavours.
Alice Jamieson, Brand Manager – McVitie’s at pladis UK&I, said: “Our McVitie’s Jaffa Cakes are already a firm favourite in over a quarter of Brits’ biscuit tins, but we’ve got our sights set even higher. And, we already know that introducing interesting new flavour combinations is the ticket to bringing in a new cohort of Jaffanatics.
“We’ve got a history of success when it comes to innovation outside of our core Jaffa Cakes, and our research shows that tangy red berry flavours are some of the most popular. When you couple this with the fact that chocolate and raspberry is a tried-and-tested flavour combination, we’re confident that Jaffa Cakes Rockin’ Raspberry will be no exception.”
Available in boxes of 10 cakes (RSP: £1.25), McVitie’s Jaffa Cakes Raspberry has just launched in Asda, with wider across other major retailers from 4 September.
