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Pladis has unveiled that its latest product launch fuses McVitie’s Jaffa Cakes with doughnuts.

McVitie’s Jaffa Jonuts marks the biggest format innovation for the brand in two years and aims to shake up the biscuit aisles.

Jaffa Jonuts will feature the familiar three layers of McVitie’s Jaffa Cakes (a sponge base, orange flavoured filling and a coating of dark chocolate) in a doughnut-shaped ring.

The new mash-up will come in sharing boxes of four, as well as an individually-wrapped Jaffa Jonuts snack pack.

“McVitie’s Jaffa Cakes are adored by households across the country – with 54.2% of shoppers buying them again and again – so we know there’s widespread appetite for alternative formats which incorporate the great taste of Jaffa Cakes,” said Emma Stowers, brand director for McVitie’s at Pladis UK&I.

With the lifting of Covid-19 restrictions, McVitie’s aims to tap into the resurgence of on-the-go snacking with its individual packs.

Stowers added: “We have huge ambitions for McVitie’s Jaffa Cakes and in order to meet these, we’re going to continue to give Jaffanatics what they want – and that’s even more ways to enjoy this iconic product. McVitie’s Jaffa Jonuts are just the start and we’re confident that this launch will help us increase household penetration, by making McVitie’s Jaffa Cakes part of even more snacking occasions.”

McVitie’s Jaffa Jonuts will first launch into Tesco stores from 16 May, followed by a further roll out in other retailers, convenience stores and wholesalers from the end of June. The sharing box will retail for £1.99, while the indvidual 43g packs will retail for 60p.