McVitie’s is continuing its push to get its brands into the snacking arena by putting its successful Jaffa Cakes brand into impulse bags.

Available from next month, the company hopes that the new block bottomed 125g bag format (rsp: 79p) will extend the appeal of the UK’s number six biscuit brand [Information Resources 52 w/e October 6 2002] even further.

Sales director Martin Perkin said: “We expect this new format to drive in excess of £4m retail sales in the first year.

“It allows the Jaffa Cakes brand to target out-of-home consumption and will strengthen its current snacking credentials.”

The new bag contains bite-sized versions of the biscuit and McVitie’s said the format was predicted to attract new consumers to the brand.

It will be supported with instore offers.