Champion: McVitie’s Jaffa Cakes Cola Bottle Flavour
McVitie’s has played around with the flavour of Jaffa Cakes’ traditional orange jelly centre for a while now, with its ‘Jaffa Cakes Flavours’ adding £19.7m in sales to the brand since 2021. But with the launch of its Cola Bottle SKU, the brand owner has ventured away from fruit for the first time in its history in an effort to disrupt shopper expectations and appeal to younger shoppers who actively seek out unique flavours.
The result was a “moreish” product with a “lingering and pleasant” aftertaste, said our judges, who loved the brand’s choice to venture into new territory with a nostalgic flavour profile that’ll undoubtedly catch attention.
Gold:
- McVitie’s Jaffa Cakes Cola Bottle Flavour
- Jade & Joy Marshmallow Biscuit Vegan Collagen Protein Bar
- The Bakehouse - Jaffa Cookies
Silver:
- English Cheesecake Company Creamy Cold Set Vanilla Cheesecake Slices
- Trek Power Biscoff
- McVitie’s Signature Caramel Chocolate Rounds
Bronze:
- McVitie’s Gold Digestives
- Bio&Me Toffee Apple Flapjack Oat Bar
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The Grocer’s New Product & Packaging Awards 2024: Cakes & biscuits
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