MCVITIE’S has rolled out a brand new Jaffa Cake flavour hitting shelves at Home Bargains.
Shoppers are eager to sample the latest edition, which offers a switch up from the classic beloved orange.
The Cosmic Berry flavour follows several other twists on the traditional Jaffa this year.
Fans were divided over the Hot Honey flavour, dubbed “swicy”, in June.
In the same month, McVitie’s launched their first non-fruit flavour since the treat was made in 1927.
It was the new Cola Bottle flavour, which became at various UK supermarkets – including Tesco, Sainsbury’s, Morrisons, Iceland and Co-op.
And in August Yuzu Lemon flavour Jaffa Cakes hit the shelves.
Yuzu was once the “hidden gem of Japanese cuisine”, and is a fruit that exploded in popularity in recent years.
McVitie’s claimed the new flavour was a “must-try for foodies, trendsetters and flavour chasers alike.”
Now shoppers are racing to try the most recent Jaffa drop, spotted at Home Bargains stores across the country.
Customers can fill their baskets with the goodie for just 99p per 10 Jaffa box.
One shopper penned: “Not heard of but will buy. I liked the cola ones. I liked the hot honey ones.”
“Holy moly they look amazing,” wrote another.
A third agreed “need these now” while some simply hailed “mmmm” and “oooo”.
Someone else said: “Love the box and the name.”
This comes after we reported the firm behind McVitie’s and Jacob’s Cream Crackers has seen profits soaring thanks to a boost from new products such as Cola-flavoured Jaffa Cakes and Dubai chocolate.
Pladis, which also owns Carr’s and Godiva, saw pre-tax profits soar 38 per cent last year to £180.9million.
Revenues rocketed 17 per cent to £3.23billion for the firm, which has pledged to invest £68million into its British business.
The Turkish-owned group said strong demand and “product innovations” had bolstered growth.
These included a Cola Bottle flavour for its Jaffa Cakes and a new snack range called Jacob’s Bites.
It also became one of the first confectionary firms to take the Dubai chocolate trend mainstream through its Ülker brand in Turkey.
It shipped 3,176 tons of the green pistachio-flavoured treat between August and December last year.
Pladis finance chief Sridhar Ramamurthy said its “strong” results would help cement its position as one of the world’s fastest-growing snack firms.
He said its focus on innovation meant it could meet consumer desire for both indulgence and healthier snacking.
Pladis plans to spend £21million on its Jaffa Cake factory in Stockport, Gtr Manchester, £33million at its Liverpool site, where Jacob’s Cream Crackers are made, and £2million at the world’s oldest biscuit factory in Carlisle, Cumbria.
