McVitie's Cake Company is putting its cake superstar Jaffa Cakes up against the mighty Cadbury's cake brand with the launch of Jaffa Cake Mini Rolls. Available this week in Tesco and rolling out gradually to other outlets, the newcomers consist of the brand's signature orangey bit' filling in white sponge rolls covered in dark chocolate. Targeted at mums with kids aged six to 12, they come in a six-pack (rsp, £1.06). Backing includes posters on sites next to key retailers ­ the company's first above the line campaign ­ in the September back-to-school period, along with a competition to win a mini. PoS material will go up at the time of launch. Promotional activity will comprise price deals and trial price units. Group brand manager Jane Fenwick said the company expected sales of £6.5m in the product's first year. "With a beacon brand, we've ticked all the right boxes to break into the mini rolls market. We want to shake it up a bit," she added. Cadbury's Mini Rolls, which dominate the cake market achieved sales last year of almost £35m, while the Jaffa Cakes brand ­ available in six other formats ­ is valued at around £50m. A £5m support package will back Jaffa Cakes this year. {{P&P }}