EXCLUSIVE McVities forces British biscuit museum to axe Jaffa Cakes exhibit for 'misclassifying' sweet treat as a biscuit

Daily Mail​

03-07-2025

McVities has encouraged a UK biscuit museum to scrap a Jaffa Cakes exhibit because they ' misclassified' the sweet treat as a biscuit, MailOnline can exclusively reveal.
Most Britons will agree that Jaffa Cakes are a classic British sweet treat, but when it comes to categorising them as a cake or a biscuit, there's much less consensus.
That's why Peak Freans Biscuit Museum in Bermondsey, London, found itself in a sticky situation on Monday after dedicating an exhibit to the chocolate-covered treat, first introduced by McVities in 1927.
The exhibit caused a stir at McVities because, as indicated by the treat's name, the snack food brand believes Jaffa Cakes are a cake, not a biscuit, meaning they don't belong at a biscuit museum.
And to set the record straight, the brand sent the museum an entertaining cease-and-desist-esque letter requesting the removal of the exhibit earlier this week.
'Dear Sirs, Madams, and Biscuit Enthusiasts,' the letter from McVities began, continuing, 'It has come to our attention, with no small degree of dismay, that the Biscuit Museum has included the humble Jaffa Cake within its exhibition of biscuitry.
'We write to you today, not with crumbs of animosity, but with a full slice of firm objection. Allow us to be clear: Jaffa Cakes are, in fact, cakes.
'Not biscuits. Not hybrid snacks. Just cakes. Some would say the clue is in the name on the box.'
McVitie's and the biscuit museum are yet to agree on the debate. In response to the exhibition launch, a spokesperson for McVitie's said, 'Look, we love a good biscuit as much as the next snack enthusiast, but we've got to draw the line somewhere, and that line is sponge-based.
'We respect the Biscuit Museum's enthusiasm, but a cake's a cake, even when it's small, round, and lives suspiciously close to Hobnobs. It's nothing personal, it's just the way the cake crumbles.'
Staff at the museum voiced surprise at McVitie's response. The Biscuit Museum's curator, Gary Magold, said, 'It's a shame - we've had to remove the exhibition for the moment. But, as a nation of Jaffa Cakes lovers, we're hoping we can reach an agreement.'
It comes after people voiced surprise after learning what makes the delicious filling inside a Jammie Dodger.
The popular British biscuit is made of two round shortbreads sandwiched together by a rich jammy red filling and famously stamped with a small red heart.
Jammie Dodgers - which often retail for as little as £1 or less at supermarkets like Asda and Tesco - come in a variety of flavours including raspberry and strawberry.
But fans have been left shocked to discover that the beloved sweet snacks contain neither fruit, but rather a totally different one altogether.
According to a Facebook post, the popular treat achieve their wondrous filling using apple jam. The biscuits also feature a raspberry filling, which gives it the famous taste fans have come to love.
Meanwhile the strawberry variation - which comes in a pink packet - also uses apple jam in its ingredients - and likewise contains strawberry flavouring.
The specific ingredients of a standard 140g pack of Jammie Dodgers are listed as including 'flour', 'raspberry flavour apple jam', 'apples', 'flavourings' and 'sugar' amongst other things.
Responding to the post, one person said the revelations made them 'question' everything they knew.
'Something like this makes one question everything they know and makes their world crash around them' they wrote.
'Actually, a bit like when I painstakingly reassembled my iMac earlier today, and then later found a T10 screw on the kitchen floor. I might treat myself to some Jammie Dodgers later'.
It also appears the post left one person emotional, as they wrote: 'This is a HORRIBLE HORRIBLE thread.'
'Well I am flabbergasted. I always thought it was strawberry jam... good Lord' wrote another.
Meanwhile, one woman explained: 'This is definitely nothing new. Many a pot of "jam" of the cheaper varieties used to be made in the same way, apple pulp because it is cheap and easy to gel, and some "flavouring" added.
'I don't know what they are like now because I make my own jam these days (and grow or forage my own fruit for them) and have done for some 30 years'.
Jammie Dodgers is a popular British biscuit typically enjoyed by being dipped in tea, or as a standalone snack.
After briefly adding dairy to their recipe, Jammie Dodgers reverted back to a vegan-friendly recipe in 2020, sparking joy among plant-based diet followers across the globe.
Meanwhile, over the years, the biscuit has seen a variety of limited edition flavours, including toffee, lemon, and even berry blast.
In 2009, they were even reportedly sent to the International Space Station as part of a care package for British astronaut Tim Peake.
However, despite being one of the only British biscuit to make it to space, the debate is still strong on what is the correct way to devour the delicious snack.
Taking to Instagram threads Danny, from Leeds, asked his followers the pressing question.
He wrote: 'How do you eat your Jammie Dodgers? I think I eat mine the weirdest way. Eat the top edge, eat the bottom edge and then boom centre goes in one.'
Many rushed to the comments with their own way to eat the biscuit.
One person wrote: 'Nibble all the outside and the biscuit leaving the jam then eat that…yes I'm weird.' Another said: 'I'm the same. Save the best till last.' While someone else agreed adding: 'Leaving the jam bit until last.'