Pladis is bolstering its McVitie’s Jaffa Cakes biscuit brand with the relaunch of its Lemon & Lime variety.

Returning due to popular demand, the variety joins the Jaffa Cakes flavours portfolio alongside Cherry, Passionfruit and Pineapple varieties, which Pladis claims have added £3.9m in retail sales value to the brand.

It is available to convenience and wholesale in boxes of 10 cakes at an RRP of £1.20. The supplier hopes it will attract sales from loyal Jaffa Cakes eaters alongside younger shoppers looking for flavour innovation.

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“With over one billion McVitie’s Jaffa Cakes munched each year, it’s no secret that they are a firm favourite in Brits’ biscuit tins,” said David Titman, marketing director for McVitie’s at Pladis UK&I. “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% 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 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.”

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