Burton’s Biscuit Company is extending its Jammie Dodgers for a more adult demographic with the launch of Jammie Bakes. These new biscuits are said to be crisp with a soft, jam-filled centre and will roll out with two variants, raspberry and apricot (rrp £1.49). A £1.39 PMP will be available to the cash & carry channel.
The brand development is described by Burton’s as “the most significant innovation for Jammie Dodgers since the childhood favourite was introduced more than half a century ago”.
The launch is backed by a £3m marketing spend featuring national TV advertising and online, social media and in-store activity.
David Costello, Burton’s Biscuit Company’s Head of Customer Category Management, commented: “We know that when adults eat Jammie Dodgers, it often evokes memories of their childhood, but they also told us that even established favourites which they really enjoy can be made more relevant to them.”
