A taste of the tropics

YellowJaffaCakeBoxBIG selling biscuit, Jaffa Cakes, has been given a tropical brand extension in the form of a pineapple variety.

Announcing the new variant, brand owner Pladis said the McVitie’s Jaffa Cakes brand is now worth £65.9m, making it one of the UK’s favourite sweet biscuit brands.

Pladis quoted Mintel research which found the popularity of the pineapple flavour has grown by 26% in the last three years. The firm reckons that the launch will drive interest among younger shoppers seeking “playful, contemporary flavours.”

Brand director, Emma Stowers, said: “Introducing new formats and flavour variants for McVitie’s Jaffa Cakes has a strong track record.”