pladis unveils McVitie’s Jaffa Cakes Pineapple variant


pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is giving its £65.9 million household-name brand, McVitie’s Jaffa Cakes, an on-trend makeover with the launch of McVitie’s Jaffa Cakes Pineapple.

This fruity new flavour from one of the nation’s favourite sweet biscuit brands will offer shoppers a tasty take on the classic snack. McVitie’s Jaffa Cakes Pineapple will comprise the same light sponge, coated in delicious milk and dark chocolate, with a new, zingy pineapple centre for a tropical twist.

By capitalising on the pineapple flavour trend, which has grown 26% in the last three years, McVitie’s Jaffa Cakes Pineapple will drive interest amongst younger shoppers seeking playful, contemporary flavours.

“McVitie’s Jaffa Cakes Pineapple will offer consumers a trendy twist on the much-loved classic,” says Emma Stowers, brand director for McVitie’s at pladis UK&I. 

“McVitie’s Jaffa Cakes are already a store-cupboard staple for almost a third (31%) of UK households, with over 1 billion devoured each year. We want to encourage even more shoppers to get behind the brand, and we’re confident that the launch of McVitie’s Jaffa Cakes Pineapple will help the brand appeal both to a new generation of consumers and existing Jaffa Cakes fans seeking something a little bit different.”

This isn’t the first time pladis has experimented with new formats for McVitie’s Jaffa Cakes. McVitie’s Jaffa Cakes became nibble-sized in January 2019 in a bid to unlock new, on-the-go consumption moments. The introduction of McVitie’s Jaffa Cakes Nibbles saw the brand’s overall value sales increase by 21%.

“Introducing new formats and flavour variants for McVitie’s Jaffa Cakes has a strong track record of success for us, and the sales figures for McVitie’s Jaffa Cakes Nibbles (£6.3 million) speak for themselves.”

As well as a winning NPD proposition, the vibrant McVitie’s Jaffa Cakes Pineapple pack, complete with an eye-catching yellow box and illustrated pineapples, will offer great stand-out on shelf. 

McVitie’s Jaffa Cakes Pineapple will be available in a single pack format consisting of 10 Jaffa Cakes, across major grocery retailers including Morrisons, Tesco, Sainsbury’s and Waitrose from February 2020.