Owner United Biscuits is currently working on a possible milk-chocolate alternative to the original version.
Should it launch this year, a milk-chocolate Jaffa Cake is likely to be supported by a significant marketing support.
The original dark-chocolate version has been made since 1927 and United Biscuits produces nearly 1.2 billion of them each year.
Philippa Tiley, McVitie's brand manager, confirmed the company was testing an alternative.
Tiley told The Sunday Telegraph: "We've never done a milk-chocolate Jaffa Cake, and most people are a bit surprised and confused we don't."
United Biscuits has previously introduced variants including strawberry and blackcurrant limited editions.
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