New cola taste comes bottled in cakes
PLADIS UK has unveiled its new special edition flavour for McVitie’s Jaffa Cakes in a bid to appeal to younger shopper tastes with a new Cola Bottle variant.
Available as a limited edition pack, the new McVitie’s Jaffa Cakes Cola Bottle features the brand’s familiar sponge cake base and dark chocolate top but with the traditional tangy orange jelly centre swapped for a distinctive cola bottle jelly.
The new variant will initially hit Asda’s shelves in packs of 10 from 10 June before rolling out across all major supermarkets from the end of July with The Cake Bars format set to launch from 22 July in Tesco stores before a wider rollout in August.
The new 10-pack format comes with an RRP £1.25 in both plain packaging as well as a £1.25 PMP format with The Cake Bars variant coming in at £1.80 RRP.
The 10-pack PMP format will be exclusively available to wholesalers and convenience retailers from the end of July.
Aiming to make the launch an unmissable one, Pladis will also roll out its biggest marketing investment into the Jaffa Cake Flavours to date with strong PR communication, disruptive OOH media, social and influencer contnet and partnerships as well as major in-store activations.
Adam Woolf, marketing director for McVitie’s at Pladis UK&I, said: “Our Original Jaffa Cakes are a store-cupboard staple for 7.1million UK households, and we’re been building on this success for years by adding a range of fruit flavours to our portfolio.
“But there’s huge appetite among the next generation of snacking shoppers for something genuinely new and different – and as the original cake in the biscuit aisle, we know a thing or two about doing something different.
“Inspired by the enduring popularity of both McVitie’s Jaffa Cakes and Cola Bottle sweets, McVitie’s Jaffa Cakes Bottle Flavours is tailor-made for those who’ve got the bottle to branch out and give bold new flavour combinations a go.
“We’re also very confident this will appeal to shoppers, having come out on top as the best-performing flavours amongst 18-34-year-olds in our pre-launch testing.”
