Pladis is expanding its McVitie’s Jaffa Cakes brand with the launch of Jaffa Cakes Nibbles.

Rolling out in early January 2019, the product will offer consumers an orange centre and light sponge, coated in milk and dark chocolate, this time in a bite-sized format.

“We know the UK loves Jaffa Cakes, with over a billion being eaten every year, and we’re confident the brand-new format will appeal to a new generation of Jaffa Cakes Nibblers and help to unlock new consumption moments,” said Emma Stowers, brand director for Mcvitie’s at Pladis UK&I.

Pladis said its Jaffa Cakes brand is bought by almost a third (31%) of households in the UK, and that the new Nibbles format would look to drive an increase in regular purchases, while capturing incremental sales from people wanting to enjoy a sharing snacking treat.

The launch comes as Pladis introduces a new look for its Jaffa Cakes, with an updated pack design aiming to refresh and modernise the brand by emphasising its “distinctive and playful cues”, such as the zesty orange.

McVitie’s Jaffa Cakes Nibbles will be available in a 100g sharing pouch (rsp £1.50), as well as a 39g on-the-go handy pack (rsp £0.69).