Burton’s Biscuits is launching an assault on McVitie’s Jaffa Cakes through a long-term licensing deal with Coca-Cola Schweppes Beverages’ orange squash drink Kia Ora.
The company is to launch Kia Ora Jaffa Cakes, which target children. The aim is to take ten per cent share of the 28m market in the first year.
Burton’s marketing director Jerry Charter said: “It’s a market where children account for more than 40 per cent of consumption. What better way to target these core consumers than by linking up with an orange squash brand that has a 67 per cent awareness within the same group.” He added: “There is no difficulty using the words ‘Jaffa Cakes’ because it is a generic term.”
Packaging for the product, on sale in the multiples this week, will feature the Kia Ora cartoon characters seen in TV ads for the drink.
McVitie’s is the market leader in the jaffa cake market with 56 per cent of share by value (AGB).