McVitie's launches 'Jaffa Jonuts' – a Jaffa Cake and doughnut
MEET the Jonut – a cross between Jaffa Cakes and doughnuts.
Biscuit maker McVitie's is launching a mash up of the two sweet treats and they are about to hit supermarket shelves.
The Jonut is shaped like a ring doughnut, with the orange filling running through the sponge base
It has more of a doughnut texture – and is covered in the usual dark chocolate.
McVities hope Jaffa Jonuts will be the latest crossover craze.
Cronuts were created in 2013 by a New York baker as a mix of croissants and doughnuts.
Since then, we've had the yumnut – a cross between a yum yum and a doughnut and there's also the sconut (a cross between a scone and a doughnut) and a cruffin (a croissant and muffin hybrid).
Emma Stowers, brand director for McVitie's at parent firm Pladis, said: “We love hearing Jaffanatics 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.”
They come in packs of four for £1.99 or individually wrapped for 60p.
You can get hold of the from Sunday (May 16) when they hit supermarket shelves.
Jaffa Jonuts will join other variations on the original, which were was first introduced into the UK in the 1920s and named after Jaffa oranges.
It will sit alongside the orange, pineapple, cherry and passion fruit flavours and Jaffa Cake bars and mini rolls.
Categorisation of Jaffa Cakes as a chocolate-covered cake rather than a chocolate-covered biscuit was the subject of a famous tribunal in 1991.
VAT is payable on chocolate covered biscuits – but not chocolate covered cakes.
McVitie's argued it was a cake and VAT therefore did not have to be paid on it.
The Jaffa Cake has a base of sponge but it is found in the biscuit aisle and is eaten like a biscuit – by hand, rather than with a fork.
But the court ruled in the biscuit giant's favour and no VAT is paid on the cake in the UK.
In 2017, we exclusively revealed how Jaffa Cake packs had been shrunk from 12 biscuits to 10 – while the price stayed the same.
The shrinkflation tactic cut the pack size by a sixth.
Then in 2018, we told how McVitie’s wasn’t feeling very festive – shrinking the size of their Christmas “yard” of Jaffa Cakes to just 28 inches.
It was the result of cutting the number of Jaffa Cakes from 48 to 40 while keeping the price the same – a tactic known as “shrinkflation”.
And because it was 8 inches short of a yard, McVities have had to rename it as a "Jaffa Christmas Cracker".
Orange flavoured snacks and treats are proving popular with several new launches featuring the citrus fruit.
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