McVitie’s rolls out Jaffa Jonuts

McVitie's Jaffa Jonuts

pladis has made what it’s calling a “first-to-market fusion” of its McVitie’s Jaffa Cakes with the humble doughnut, to create McVitie’s Jaffa Jonuts.

The new product – which is the biggest format innovation for the brand in the last two years – comprises a doughnut-shaped ring of light sponge with a layer of crackly dark chocolate on top, and a tangy, gooey, orange-flavoured filling.

Hitting shelves hot on the heels of the brand’s £1.7 m ‘Be What You Want To Be’ campaign – which is centred around flouting conventions – Jaffa Jonuts aims to drive incremental sales amongst new, younger shoppers, by adding a never-before-seen proposition to the biscuit aisle.

As well as launching into sharing boxes of four Jaffa Jonuts (4 x 43g, RSP £1.99), McVitie’s is also rolling out an individually-wrapped Jonuts snack pack (43g, RSP 60p, with the intention of driving impulse sales.

The launch will be supported by £2.1m worth of consumer-facing spend, as part of The Year of Jaffa Cakes. This will include activity across out-of-home, digital, social, PR and shopper marketing activity – all of which will help the brand to reach 85% of its audience over nine times.

McVitie’s Jaffa Jonuts will first appear in Tesco from 16 May, followed by further availability in other multiple retailers, convenience stores and wholesalers from the end of June.

Emma Stowers, Brand Director for McVitie’s at pladis UK& said: “Now that the nation is no longer bound to the confines of their homes, we expect to see a resurgence in on-the-go snacking. Our McVitie’s Jaffa Jonuts individual packs are perfect for these occasions – and 93% of consumers agree – so we’re confident stocking an innovative NPD from such a popular brand will help retailers drive sales over the coming months.”