McVitie’s owner Pladis has launched Jaffa Cakes Pocket Packs, a new format for the brand as it aims to cater for increasing demand from young adults for on-the-go consumption.
Suitable for adult lunchboxes, the individual pocket packs contain three cakes and are sold in a multipack of six.
Pladis said the new packaging format is in line with insight that identified a demand amongst young adults for products that are convenient to drop into lunchboxes and consume on the move.
Kerry Owens, Pladis UK and Ireland marketing director for sweet, said: “We constantly look for new ways to innovate our most popular products and ensure they cater for the needs of all our shoppers.
“Food to go is a growing trend which our new McVitie’s Jaffa Cakes packaging format taps into, providing a convenient solution for portion control, portability as well as long-lasting freshness.”
Earlier this month, Pladis unveiled new Jaffa Cakes packaging following a partnership with creative agency Anthem Worldwide.
The permanent redesign includes new product photography and illustration applied across all formats and secondary packaging.
Consumers are encouraged to ask themselves which one of the four kinds of Jaffa Cake eaters they are. Each of these four expressions is showcased on the top panel of the pack.
© FoodBev Media Ltd 2018