Ebene Magazine – New bakery hybrid for British biscuit aisles



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By Gill Hyslop

May 12, 2021
– Last updated on
May 12, 2021 at 10:18 GMT

Related tags:
Pladis, Mcvitie’s, Jaffa Cakes, Donut, Hybrid, Cookies, UK

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McVitie’s Jaffa Jonuts marks an exciting development for the £ 66.4 million brand, which is recognized as one of the top ten best-selling biscuit brands in the UK. Revenue rose 14.4% last year as consumers resigned themselves to lockdown.

The new mashup consists of the familiar three layers of McVities Jaffa Cakes – light sponge cake; sticky orange-flavored filling; and dark chocolate topping – but presented in a ring-shaped ring.

According to pladis, the launch is the biggest format innovation for the brand in the last two years.

« Every third British household already buys McVities Jaffa Cakes and we know that this brand has dozens of ‘Jaffanatics’ across the country who can’t wait to get their hands on our newest NPD, « said Emma Stowers, McVitie’s Brand Director at pladis UK&I.

 » This NPD is that perfect example of how we can push the envelope when it comes to what should be high on the cookie aisle, and it opens up new occasions for cookies.

« McVitie’s Jaffa cakes are popular with households across the board Loved the country. 54.2% of buyers keep buying them. Hence, we know that the appetite for alternative formats that incorporate the great taste of Jaffa cake is widespread. In fact, 85% of those surveyed said they bought the product in consumer tests, which is particularly attractive to under 35s. « 

The Jaffa Jonuts hit shelves in two formats: a shared box of four Jaffa Jonuts and an individually wrapped Jonuts snack package that allows retailers to make impulse purchases.

Stowers added: » Now that the nation is no longer tied to the boundaries of its homes, we expect a revival of on-the-go snacking.

« McVitie’s Jaffa Jonuts single packs are perfect for these occasions – and 93% of consumers are Some. We are therefore confident that stocking an innovative NPD from such a popular brand will help retailers grow sales in the months ahead. « 

 » McVitie’s Jaffa Jonuts are just the beginning and we are confident they will Launch will help increase household penetration by making McVity’s Jaffa Cakes an even bigger snack occasion. « 

It will kick off with a £ 2.1 million marketing spend over the Jaffa Year -Cakes supported. The brand’s “Be what you want” campaign focuses on abusive conventions aimed at luring younger shoppers to the biscuit course with an unprecedented offer.

McVities Jaffa Jonuts will be in Tesco from May 16 Stores launched across the UK, followed by a further launch at multiple retailers, convenience stores and wholesalers from late June. The 4x 43g box (RRP: £ 1.99) and individual 43g packs (RRP: 0.60 £) can be recycled through pladis’ partnership with Terracycle.

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Related topics:
Cakes & pastries,

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