Pladis has launched a new limited-edition McVitie’s Jaffa Cakes Cola Bottle flavour.
The new product features the brand’s familiar light sponge and dark, crackly chocolate. However, the tangy orange centre has been swapped out for a distinctive cola bottle jelly in a bid to attract younger shoppers seeking new flavour combinations.
Jaffa Cakes has already dabbled with different flavours like Passion Fruit and Raspberry but this is the first time it has moved beyond fruit for a limited edition. Cola Bottle was the best-performing flavour among 18–34-year-olds in pre-launch testing.
Initially hitting shelves in Asda from 10 June, Jaffa Cakes Cola Bottle (110g, RSP £1.25) will enjoy a wider rollout from the end of July. A convenience channel-exclusive £1.25 price-marked pack will also be available at this time.
The brand is also launching packs of five individually wrapped Cake Bars (RSP £1.80) in Tesco from 22 July, with other outlets following from mid-August.
The launch is supported by pladis’ biggest marketing investment in Jaffa Cakes Flavours to date – with public relations, out-of-home media, social and influencer content and partnerships, as well as in-store shopper activities.
Adam Woolf, Marketing Director for McVitie’s at pladis UK&I, commented: “There’s huge appetite among the next generation of snacking shoppers for something genuinely new and different – and as the original cake in the biscuit aisle, we know a thing or two about doing something different. So, as well as catering to shopper demand, our latest launch is the perfect embodiment of the playful, out of the ordinary essence that’s Jaffa Cakes’ heartland.”
