British biscuit brand McVitie's has introduced an innovative Japanese-influenced flavour to its iconic Jaffa Cakes range, now available across UK retailers.
The "punchy" new flavour combines the traditional crackly dark chocolate coating and light sponge base with a zesty yuzu citrus jelly centre.
This exotic flavour has bid adieu to the traditional orange flavour, incorporating yuzu - a citrus fruit that has gained considerable popularity beyond its Japanese culinary origins.
The distinctive tangy profile is offering British consumers a "daring" twist on the beloved teatime treat that has graced our shelves since 1927.
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The new variety has appeared on Tesco shelves, priced at £1.50 for a ten-pack or 95p for Clubcard holders.
Jaffa Cakes' marketing manager Jessica Woolfrey said: "Jaffa Cakes have always been a firm favourite, and the Yuzu Lemon flavour taps into a trend that's captured foodie taste buds everywhere.
"Punchy and refreshingly tangy, it's a daring take on the original that is set to surprise and delight Jaffa Cake fans."
And those fans have already flocked to social media to rave enthusiastically about the launch, with shoppers sharing their discoveries on Facebook's Food Finds UK Official group.
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"OMG, new in Tesco Jaffa Cakes lemon flavour!!" one excited customer shared, generating numerous responses from fellow enthusiasts.
Reactions have been slightly sceptical, with one shopper adding: "Aww didn't see them when I went today, have to look tomorrow. Sounds a lovely flavour."
While some expressed a level of uncertainty about the chocolate and lemon combination, others referenced their positive experiences with previous limited editions.
One sweet-toothed shopper said that they "weren't sure how to feel" with the citric and chocolate combination.
The 'daring' sweet treats are available in stores now
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The product features no hydrogenated vegetable oil, artificial colours or flavours, and is suitable for vegetarians as well.
McVitie's describes the offering as "not your average citrus", readying it as an essential purchase for culinary enthusiasts and those seeking novel taste experiences.
This limited-edition release represents McVitie's second experimental flavour launch this summer, following June's introduction of Hot Honey Jaffa Cakes that embraced the "swicy" trend.
That same month saw the debut of Cola Bottle Jaffa Cakes, marking the brand's first non-fruit variety in its nearly century-long history.