Anthem Worldwide, the global creative agency has continued its partnership with McVitie’s owner, pladis group to create packaging designs for a limited- edition line extension to the Jaffa Cakes brand.

Following Jaffa Cakes’ packaging refresh in 2017 celebrating consumers’ unique approach to eating the product, also created by Anthem, pladis group briefed the agency to create packaging designs for a Lemon & Lime flavour variant. The new variant combines the famous Jaffa cake format of chocolate and sponge with an exciting tangy citrus flavour. The introduction of the flavour extension reflects the growing consumer trend for wanting new flavours and experiences from brands they recognise.

Hannah Tucker, senior brand manager at pladis commented: “Jaffa Cakes continue to be a popular brand and a constant fixture on shelf. Nevertheless, we are determined to innovate and as well as new flavour variants, we have also recently launched a new ‘snack pack’ format for on-the-go eaters.”

James Milburn, account director at Anthem added: “The new look pack references the instantly recognisable Jaffa Cakes branding but with a subtle flavour update. The iconic identity of Jaffa Cakes retains its strong stand out on shelf against the competition but with the exciting draw of a new flavour for consumers to try.”