Cadbury will unveil a purple Jaffa by releasing 25,000 of them down the world's steepest street - Baldwin St, in Dunedin.
At 12.30pm, 25,000 giant orange Jaffas will rumble down the street, followed minutes later by 25,000 giant purple Jaffas.
"We wanted to do something different for the 10th anniversary of the Cadbury Chocolate Carnival, so we made some in Cadbury purple," Cadbury spokesman Daniel Ellis said yesterday.
"The race is always over in 25 seconds and people always want to see it again. So, this year, we're having a second race."
The purple Jaffas were made in the same way as their orange cousins, Mr Ellis said.
"We just use a different colour dye. They taste just like a normal Jaffa."
Cadbury Dunedin factory staff had been working for weeks to make and individually hand-number the 50,000 Jaffas, he said.
There were no plans to introduce the purple Jaffas to the market.
Jaffas date back to 1931, and production of the confectionery moved to Dunedin from Auckland in 2008.
Baldwin St will be closed to the public and vehicles from 9am today, until after the event.
