McVitie’s relaunches Jaffa Cakes Lemon & Lime flavour

Global snacking company pladis has announced the re-launch of the Lemon & Lime flavour to its McVitie’s Jaffa Cakes range.

Offering even more zing to retailers’ sales, 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.

Back by popular demand, McVitie’s Jaffa Cakes Lemon & Lime is expected to 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, it’s no secret that they are a firm favourite in Brits’ biscuit tins,” David Titman, marketing director for McVitie’s at pladis UK&I, said. “In fact, McVitie’s Jaffa Cakes are already a snacking staple for over one in three (37%) UK households.

“Within this shopper base, over 10 per cent 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 new flavour joins a portfolio that has included Pineapple, Cherry and Passion Fruit, which have collectively added £3.9 million retail sales value to the brand.

“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,  it’s clear that introducing this new line will drive brand penetration and, in turn, higher volume sales,” Titman added.

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, enabling the nee flavour to achieve significant standout on-shelf.

McVitie’s Jaffa Cakes Lemon & Limewill be available from the beginning of January nationwide, in boxes of 10 cakes (122g) at an RRP of £1.20. Packaging will be recyclable through pladis’ partnership with Terracycle.