Talking Retail Grocery and product news for independent retailers
The launch consists of a light sponge in a doughnut-shaped ring filled with an orange filling and topped with dark chocolate.
It will be available from the end of June in a 4x43g box (£1.99) and individual 43g packs (60p), supported by a £2.1m campaign including out-of-home, digital, social media, PR and shopper activity.
Pladis said the launch aims to drive incremental sales amongst new, younger shoppers, by adding a “never-before-seen” proposition to the biscuit aisle.
Emma Stowers, brand director for McVitie’s at Pladis, said: “McVitie’s Jaffa Cakes are adored by households across the country – with 54% of shoppers buying them again and again – so we know there is widespread appetite for alternative formats which incorporate the great taste of Jaffa Cakes.
“In fact, in consumer testing, 85% of people said they would purchase the product, with a particularly high appeal amongst under-35s.
“Our McVitie’s Jaffa Jonuts individual packs are perfect for these occasions – and 93% of consumers agree – so we are confident stocking an innovative launch from such a popular brand will help retailers drive sales over the coming months.”
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