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Pladis is extending its popular McVitie’s Jaffa range with the launch of McVitie’s Jaffa Cookies, introducing a new format for one of the UK's most recognisable sweet snack brands.

The new product represents the latest innovation in the Jaffa range, building on the enduring popularity of Jaffa Cakes while tapping into continued consumer demand for cookies within the sweet biscuit category.

McVitie’s Jaffa Cookies combine a soft-baked chocolate chip cookie with a tangy orange-flavoured centre and a half-coated chocolate finish. The format aims to deliver the distinctive flavour profile associated with Jaffa Cakes in a cookie format, offering consumers a new way to enjoy the brand's signature chocolate and orange combination.

The launch also adds a fresh twist to the long-running debate surrounding Jaffa Cakes' classification as either a cake or a biscuit.

Russell Smith, marketing manager at Pladis UK & Ireland, said: "Everyone loves a Jaffa Cake, everyone loves a cookie, and Jaffa Cookies bring together the best of both worlds. It's the iconic Jaffa flavour people know and love, wrapped up in a soft-baked cookie that's perfect for those moments when only a cookie will do. And this one can be dunked."

The launch forms part of Pladis' broader strategy of leveraging established brands through format innovation, a trend increasingly evident across the biscuits and sweet snacks category as manufacturers seek to drive incremental growth and attract new consumers.

Jaffa Cookies are available now in Asda Express stores and will roll out across Asda supermarkets nationwide from 25 June, at an RRP of £2.50. Wider distribution across all major UK grocery retailers is scheduled from the week commencing 20 July.