pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is launching two new chocolate treats especially for the upcoming season – McVitie’s Jaffa Elf Milk Chocolate Treat and McVitie’s Penguin Milk Chocolate Treat.
Leading this year’s sweet seasonal range for the brand, McVitie’s Jaffa Elf Milk Chocolate Treat and McVitie’s Christmas Penguin Milk Chocolate Treat mark McVitie’s debut into the seasonal chocolate confectionery aisle.
Jaffa Elf has a tangy orangey centre, biscuit pieces and a mischievous elf shape, offering a playful seasonal twist on the much-loved Jaffa Cakes brand, while Penguin combines rich milk chocolate, chocolatey cream filling and crunchy Penguin biscuit pieces to deliver the crunchy texture shoppers are increasingly looking for.
The launches see McVitie’s expand into the fast-growing novelty chocolate character category, which has delivered +12.7% year-on-year growth[1], bringing fresh excitement to a fixture traditionally dominated by the same seasonal characters.
“Jaffa Elf and Penguin Milk Chocolate Treats offer shoppers a playful alternative to the category’s traditional Santas and Reindeers, bringing fresh personalities to the seasonal confectionery aisle,” said Emma Johnson, Brand Manager Seasonal, pladis UK&I.
“Jaffa Elf captures the playful, tongue-in-cheek spirit that has always been at the heart of the Jaffa brand, while Penguin’s instantly recognisable character and festive appeal make the duo perfectly placed to bring something genuinely fresh and exciting to Christmas confectionery.”
Still with Jaffa treats, shoppers can enjoy a more sophisticated take on the season with Jaffa Cakes Spiced Orange Flavour (RRP £1.50). This seasonal innovation reimagines the brand’s iconic orange flavour, combining the much-loved layers of light sponge, tangy orange filling and dark crackly chocolate with warming festive spices. The resulting twist on the classic Jaffa Cakes experience brings a taste of the season to every bite.
And the iconic Jaffa Tree (£3.00) is back! The Jaffa Tree contains a unique selection of three Jaffa Cake Snack Packs and three Jonuts within a Christmas tree-shaped carton, to fit snugly under the Christmas tree, propped up on the table as a decoration, or gifted to a Jaffanatic.
Also back for 2026 is the popular Jaffa Pole (RRP £4.00), a Christmas staple and a firm novelty favourite. Each pole contains 40 cakes, making it the perfect stocking filler. Each pole also contains a special ‘Santa Stop Here’ sign, giving the packaging a second life and making for a fun Boxing Day pastime.
Over in the biscuits aisle, and returning for the third consecutive year, McVitie’s Gingerbread Flavour Milk Chocolate Digestives (RRP £2.25) are back. The much-loved edition combines McVitie’s iconic golden-baked Digestive biscuit with smooth milk chocolate and warming gingerbread flavour, creating the ultimate biscuit to have with a cuppa on a cold, dark night.
Meanwhile, Christmas isn’t Christmas without McVitie’s biscuits selections, a family staple in homes across the nation during the festive season.
Back by popular demand, Happy Faces returns to the much-loved favourite, McVitie’s Family Circle (400g, RRP £3.00). As a seasonal staple for generations, Family Circle continues to bring together a delicious mix of family favourites, including Chocolate Digestives, Chocolate Chip Cookies, Jam Creams, Bourbons and Custard Creams. With 10 biscuit varieties to enjoy, it’s the perfect assortment for sharing, gifting and bringing family and friends together.
This year, McVitie’s Victoria Classic Biscuits Selection (245g, RRP £4.00 / 490g, RRP £5.00) is bigger, better and more indulgent than ever. The much-loved assortment now features nine irresistible varieties, bringing even more favourites together in one premium collection. From iconic White Chocolate Digestives and Milk Chocolate Hobnobs to the welcome return of the Thick Milk Chocolate Oatie, there’s something for everyone to enjoy. New additions Hobnob Chocolate Creams and Digestives Chocolate Creams join beloved Victoria classics, creating a delicious selection made for sharing.
Whether to say thank you to a host or to gift someone special, McVitie’s Victoria Chocolate Creations Biscuits Selection (307g, RRP £6.00) is a gift made to be shared and enjoyed. Beautifully packaged and finished with a gift tag, this indulgent assortment combines an exquisite selection of milk, white and dark chocolate-coated biscuits, offering a luxurious treat for every chocolate lover.
McVitie’s Jaffa Elf Milk Chocolate Treat (29g RRP £1.00) and McVitie’s Penguin Milk Chocolate Treat (29g RRP £1.00) are rolling out across grocery, wholesale and convenience from September. The rest of the festive ranges are also available from September.
[1] NIQ 52 Weeks ending 11 July 2026
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