McVitie's has unveiled a spicy-sweet addition to its Jaffa Cakes range, launching Hot Honey Flavour exclusively at Asda stores across the UK.
The limited-edition product combines honey sweetness with chilli heat, capitalising on the viral 'swicy' trend that has seen a 28 per cent surge in online conversation over the past year.
The new variety maintains the classic Jaffa Cake structure of light sponge base and dark chocolate coating, but replaces the traditional orange jelly with a honey and chilli filling.
The product is priced at £1.50 and represents a significant departure from the brand's conventional flavour offerings.
The new flavour brings an unexpected twist
McVITIE'S
Jessica Woolfrey, Marketing Manager for Jaffa Cakes, said: "At Jaffa Cakes, we're known for doing things a little differently.
"As the only cake in the biscuit aisle, it makes sense that our newest flavour brings an unexpected twist.
"We're super excited to introduce Hot Honey Flavour to the Jaffa Cakes family - tapping into the viral 'swicy' trend with a perfectly balanced sweet-meets-heat flavour."
The Hot Honey Jaffa Cakes will expand beyond Asda to additional retailers and convenience stores from late July, broadening availability of the unconventional flavour combination across the country.
McVitie's has also introduced limited-edition Pink Digestives featuring a raspberry and cream flavoured coating, currently available exclusively at Sainsbury's stores.
The launch follows the company's recent celebration of a century of Chocolate Digestives, with the pink-coated variant marking a striking departure from traditional offerings.
The biscuits feature the classic golden-baked Digestive base topped with a smooth raspberry and cream coating.
A nationwide rollout is scheduled for 21 July, when the product will reach other UK retailers.
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The Hot Honey Jaffa Cakes will expand beyond Asda from late July
GETTYEach pack contains 15 biscuits with a recommended retail price of £2.35, though Sainsbury's currently offers them at a promotional price of £1.85.
The company has positioned the Pink Digestives as perfect accompaniments for summer sporting events, social gatherings and outdoor picnics, leveraging their distinctive appearance and nostalgic flavour profile.
Both new products represent McVitie's strategy of innovation within established product lines, with the Hot Honey Jaffa Cakes embracing contemporary food trends whilst the Pink Digestives offer a fruity twist on a century-old favourite.
The launches demonstrate the brand's willingness to experiment with bold flavours and colours, targeting consumers seeking novelty in familiar formats whilst maintaining the core characteristics that have made both Jaffa Cakes and Digestives British teatime staples.
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