Pladis Group-owned snack brand McVitie’s has expanded the product range of its Jaffa Cakes brand by releasing a new limited-edition lemon & lime flavour in the UK.
The new flavour features the signature combination of chocolate, sponge and citrus but with a lemon and lime flavour rather than the traditional orange taste.
Pladis partnered with design agency Anthem International to create the packaging for the new flavour.
This collaboration follows on from Anthem’s packaging redesign of the Jaffa Cakes range earlier this year, which focused on the way that consumers eat the cakes in different ways, in an attempt to engage with consumers.
Hannah Tucker, senior brand manager at Pladis commented: “Jaffa Cakes continue to be a popular brand and a constant fixture on shelf.
“Nevertheless, we are determined to innovate and as well as new flavour variants, we have also recently launched a new ‘snack pack’ format for on-the-go eaters.”
James Milburn, account director at Anthem added: “The new look pack references the instantly recognisable Jaffa Cakes branding but with a subtle flavour update.
“The iconic identity of Jaffa Cakes retains its strong stand out on shelf against the competition but with the exciting draw of a new flavour for consumers to try.”
© FoodBev Media Ltd 2020