McVitie’s taps tropical trend with Pineapple Jaffa Cakes

Pladis-owned McVitie’s has unveiled a pineapple-flavoured Jaffa Cake to tap interest in tropical tastes.

Its new flavour, Jaffa Cakes Pineapple, consists of light sponge, coated in milk and dark chocolate with a pineapple centre. Sold in a pack of 10, they are available now for £1.20 at Morrisons, Tesco, Sainsbury’s and Waitrose.

The pineapple trend has grown 26% in the past three years, according to market research firms Mintel and Kantar.

The McVitie’s brand, worth £65.9m according to Nielsen, is looking to drive interest among younger shoppers seeking “playful, contemporary flavours”.

“McVitie’s Jaffa Cakes Pineapple will offer consumers a trendy twist on the classic,” said Emma Stowers, brand director for McVitie’s at Pladis UK&I.

In January 2019, McVitie’s rolled out Jaffa Cakes Nibbles, which increased the brand’s overall value sales by 21%, according to Nielsen.

“Introducing new formats and flavour variants for McVitie’s Jaffa Cakes has a strong track record of success for us, and the sales figures for McVitie’s Jaffa Cakes Nibbles (£6.3m) speak for themselves,” added Stowers.

Pladis also launched three limited-edition McVitie’s Chocolate Digestives this month, comprising Marmalade on Toast, Cherry Bakewell and Strawberries & Cream.

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