pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is introducing a first-to-market fusion of its bestselling McVitie’s Jaffa Cakes with the humble doughnut, to create McVitie’s Jaffa Jonuts helping retailers shake-up biscuit aisles.
The innovative NPD marks an exciting and unique evolution of the £66.4 million McVitie’s Jaffa Cakes brand, as pladis encourages even more UK households to add it to their shopping trolleys.
The launch – which is the biggest format innovation for the brand in the last 2 years – will reacquaint shoppers with the familiar three layers of McVitie’s Jaffa Cakes that they know and love in a delicious doughnut-shaped ring. An incredibly light sponge with a layer of crackly dark chocolate on top, and a tangy, gooey orange flavoured filling.
Hitting shelves hot on the heels of the brand’s £1.7 million ‘Be What You Want To Be’ campaign – which is centred around flouting conventions – McVitie’s Jaffa Jonuts aim to drive incremental sales amongst new, younger shoppers, by adding a never-before-seen proposition to the biscuit aisle, and demonstrates just how far the brand can go when it comes to innovation in biscuits. McVitie’s Jaffa Cakes is already one of the top 10 bestselling biscuits brands.
As well as launching into sharing boxes of four Jaffa Jonuts – ideal for stocking up household cupboards – McVitie’s is also bringing shoppers a handy individually-wrapped Jonuts snack pack. This will unlock an opportunity for retailers to drive impulse sales.