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.