The Jaffa Cake is to hit shelves in doughnut form next week in the latest variation of the 94-year-old British classic.
McVitie’s Jaffa Jonut is a doughnut-shaped ring of sponge with the familiar orange-flavoured filling and dark chocolate coating.
It follows Jaffa Cake bars and mini rolls as well as flavour variations pineapple, cherry and passion fruit alongside the original orange.
McVitie & Price introduced the Jaffa Cake, containing a simple combination of sugar and tangerine oil to form the sealed layer of jam and named after Jaffa oranges, in 1927.
In 1991, McVitie’s successfully argued that the treat, regularly voted among Britain’s favourite biscuits, are in fact cakes and therefore exempt from VAT.
A tribunal determined that certain characteristics of the Jaffa Cake were cake-like, including the ingredients and texture, but it was also the size and shape of a biscuit, packaged and sold alongside biscuits and presented to be eaten with the fingers and not, as might be expected of a cake, eaten with a fork.
The Jonut will be available at Tesco from May 16 and other retailers from the end of June in boxes of four with a recommended retail price of £1.99 or in individually-wrapped single packs for 60p.
McVitie’s brand director, Emma Stowers, said: “We love hearing debate about our Jaffa Cakes, and the launch of our Jaffa Jonuts is sure to spark further conversation.
“We’re excited to offer a new twist to our fans, as the fusion between Jaffa Cakes and doughnuts brings an exciting and original taste experience to those who love a treat.”
