McVitie’s Jaffa Cakes gets two new fruity flavours


Global snacking giant pladis has expanded its £65.9 million McVitie’s Jaffa Cakes brand, adding two new flavours: Cherry and Passion Fruit.

The new variants will see the household favourite swap its classic orange centre for tangy Cherry and tropical Passion Fruit flavours, complete with the same light sponge, coated in dark chocolate.

Alongside existing McVitie’s Jaffa Cakes fans, the brand hopes to recruit new shoppers with the on-trend fruity flavours. The new Pineapple flavour it launched at the start of 2020 has added £2.1 million retail sales value to the McVitie’s Jaffa Cakes brand so far.

“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,” commented Emma Stowers, brand director for McVitie’s at pladis UK&I.

“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.”

The latest Jaffa Cakes products will achieve significant stand-out on shelves thanks to the brand’s vibrant new Jaffa Cakes packaging design which also launches this month, paired with novel and colourful illustrations to represent each new flavour.

Stowers added: “We’d urge retailers to get behind our NPD and stock up now to drive incremental sales amongst younger shoppers seeking out on-trend products, as well as the legion of loyal Jaffa Cakes fans (we call them Jaffanatics!) wanting to try something new.”

McVitie’s Jaffa Cakes Cherry and Passion Fruit flavours are now available in boxes of 10 cakes (122g) at an RRP of £1.20. Packaging will be recyclable through pladis’ partnership with Terracycle.