91猫先生

Pladis is aiming to expand appeal for McVitie鈥檚 Jaffa Cakes by launching a new flavour and venturing beyond fruit for the first time in its history.

A marriage between one of Britain鈥檚 favourite sweets and best-loved snacks, its latest limited-edition launch 鈥 McVitie鈥檚 Jaffa Cakes Cola Bottle Flavour 鈥 is aimed at younger shoppers 鈥渟eeking innovative, unique flavour combinations鈥.

McVitie鈥檚 Jaffa Cakes Cola Bottle Flavour will feature the brand鈥檚 familiar light sponge and dark, crackly chocolate. The tangy orange centre will be switched out for a distinctive cola bottle jelly. This new flavour variation adds to the brand’s existing line-up including: Raspberry, pineapple, cherry, passion fruit and lemon & lime. The new flavour will also听launch听in Cake Bar format.

鈥淥ur Original Jaffa Cakes are a store-cupboard staple for 7.1m UK households, and we鈥檝e been building on this success for years by adding a range of fruity flavours to our portfolio,鈥 says Adam Woolf, marketing director 鈥 McVitie鈥檚 at Pladis UK&I. 鈥淏ut there鈥檚 huge appetite among the next generation of snacking shoppers for something genuinely new and different 鈥 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鈥檚 Jaffa Cakes鈥 heartland.

鈥淚nspired by the enduring popularity of both McVitie鈥檚 Jaffa Cakes and Cola Bottle sweets, McVitie鈥檚 Jaffa Cakes Cola Bottle Flavour is tailormade for those who鈥檝e got the bottle to branch out and give bold new flavour combinations a go. We鈥檙e also very confident this will appeal to shoppers, having come out on top as the best-performing flavour amongst 18鈥34 year-olds in our pre-launch testing.鈥

A McVitie鈥檚 Jaffa Cake is iconic. The orange peel logo is memorable and distinctive. The name, the design, the brand has always been intrinsically linked to oranges.

So, surely a giant leap into cola bottle flavour [NB cola bottles are a much-loved sweet in the UK] is a risk. And this on the back of various other fruit flavour variants in recent years. This is just another insight into how brands evolve and stretch and how a good brand is more than a product. Stretching brands is a risky business, but this probably works for Jaffa Cakes because, whilst orange is still at the heart of the brand and critical to the long-term core, it is strong enough to offer consumers a few interesting alternatives without losing its essence. As the above highlights, a Jaffa Cake is as much about the light sponge and crackly chocolate which creates its distinctive mouth feel as anything else. No consumer is going to struggle to accept other flavours.

We are sure not every new Jaffa Cake variant will match the amazing long-term success of the original, but we know from the 91猫先生’s report on 鈥Innovation in UK Grocery‘ that distinctive innovation 鈥 and cola bottle flavoured Jaffa Cakes would fit the definition 鈥 helps bring in new consumers and helps keep the core brand front-of-mind and relevant. Occasionally, one will create a new long-term success story.