McVitie’s has unveiled a limited-edition Lemon & Lime-flavoured Jaffa Cake.
Available now, for 12 months, the new variant is offered only in single packs of 10, with an RSP of 99p. A £1 PMP is available to the convenience channel.
The launch will be supported by reruns of the Jaffa Cakes ‘First Day’ ad, which depicts a young woman breaking the ice with colleagues at her first day on a new job by tactically deploying a packet of biscuits.
Emma Stowers, McVitie’s Brand Director, commented: “Recent research conducted by McVitie’s showed that 92% of the nation call themselves Jaffa Cakes fans. With the addition of Jaffa Cakes Lemon and Lime to the product range, we hope to both reward loyal fans of classic orange Jaffa Cakes with a new flavour to enjoy, and entice a growing, younger audience.
“Insight suggests that launching new flavours of a well-known product appeals to younger shoppers. Jaffa Cakes Lemon and Lime fits that bill perfectly – a delicious combination of dark crackly chocolate and a lemon and lime flavoured centre, which will deliver a zingy delight to a new generation of Jaffa Cakes enthusiasts.”