New Year launch for McVitie’s Jaffa Cakes Nibbles

Pladis is taking its £54 million McVitie’s Jaffa Cakes brand into new territory with the launch of Jaffa Cakes Nibbles.

Available from 7 January, the new product features the familiar orange centre and light sponge, coated in milk and dark chocolate in a bite-sized format for sharing or on-the-go.

“This new and exciting concept is a total game-changer for the brand and Jaffa Cakes fans alike,” says Emma Stowers, brand director for McVitie’s at pladis UK&I.

“Over one billion Jaffa Cakes are eaten every year, and our current pool of loyal shoppers are buying Jaffa Cakes four times every year on average (Kantar), which has helped us to grow value sales by 5.6% year-on-year (Nielsen). We’ll look to drive an increase in regular purchases with the new Nibbles format, while capturing incremental sales from 18-34 year-old ‘social explorers’ who are passionate about food and wanting to enjoy a sharing snacking treat.”

The launch comes as pladis UK&I introduces a new look for the Jaffa Cakes brand. The updated pack is designed to emphasise the brand’s ‘distinctive and playful cues’, such as the zesty orange.

McVitie’s Jaffa Cakes Nibbles come in a 100g sharing pouch and a 39g on-the-go handy pack with rsps of £1.50 and 69p respectively.