Pladis is expanding its £54m Jaffa Cakes brand into new territory with the launch of Jaffa Cakes Nibbles.

Launching in early January 2019, the newcomer will offer consumers the familiar zesty orange centre and light sponge, coated in milk and dark chocolate in a bite-sized format. Perfect for sharing or on-the-go, Jaffa Cakes Nibbles will look to capture shoppers seeking a sweet treat at any time of the day.

“Jaffa Cakes Nibbles will enable consumers to enjoy the much-loved snack like never before,” explained Emma Stowers, brand director for McVitie’s at pladis UK&I. “This new and exciting concept is a total game-changer for the brand and Jaffa Cakes fans alike.

“We know the UK loves Jaffa Cakes, with over one billion being eaten every year, and we’re confident the brand-new format will appeal to a new generation of Jaffa Cakes Nibblers and help to unlock new consumption moments.

“Our current pool of loyal shoppers are buying Jaffa Cakes four times every year on average, which has helped us to grow value sales 5.6% year-on-year. We’ll look to drive an increase in regular purchases with the new Nibbles format, while capturing incremental sales from 18-34 year-old ‘social explorers’ who are passionate about food and wanting to enjoy a sharing snacking treat.”

The launch comes as pladis UK&I introduces a new look for the Jaffa Cakes brand. The updated pack design aims to refresh and modernise the brand.

McVitie’s Jaffa Cakes Nibbles will be available in a 100g sharing pouch, as well as a 39g on-the-go handy pack with an RSP of £1.50 and £0.69 respectively. The range will be available from 7 January 2019.