McVitie’s has expanded its Nibbles lineup of bite-sized biscuits with a Jaffa Cakes variant – as the latter brand gets a new look.
The latest addition to Nibbles will be available from 7 January in a sharing pouch (rsp: £1.50/100g) and an on-the-go bag (rsp: 69p/39g). Both packs will be recyclable via the partnership between McVitie’s owner Pladis and Terracycle – which allows people to send used McVitie’s packaging to Terracycle via public drop-off points.
The launch of Jaffa Cakes Nibbles would tap Jaffa Cakes’ popularity as “a store-cupboard staple among millions of UK consumers” said McVitie’s. Almost a third (31%) of UK households buy into the jam-filled biscuits, which are worth £54m, according to their manufacturer.
Jaffa Cakes Nibbles would allow shoppers “to enjoy the much-loved snack like never before” said Emma Stowers, brand director for McVitie’s. “This new and exciting concept is a total game-changer for the brand and Jaffa Cakes fans alike.”
Brits ate more than one billion Jaffa Cakes each year, she added. “We’re confident the brand-new format will appeal to a new generation of Jaffa Cakes Nibblers and help to unlock new consumption moments.”
Jaffa Cakes has also been given a makeover that “aims to refresh and modernise the brand by emphasising its distinctive and playful cues, such as the zesty orange”.
It comes as the value of McVitie’s sweet biscuits portfolio slumped 3.3% to £401.2m on volumes down 5.1%, as shoppers increasingly choose healthier options [Nielsen 52 w/e 8 September 2018].