Burton’s Biscuit Company has unveiled a fun new look for Jammie Dodgers that also brings key product credentials to the front of the pack.
For example, consumers will be informed that the products contain ‘No Nasty Stuff! We’re Jammie Enough!’
Rolling out this month, the new look features on all Jammie Dodger SKUs, including Minis, and seeks to engage young consumers through a series of fun, vibrant designs on the inner packs.
Coinciding with the redesign, Jammie Dodgers have also become vegan-friendly. Its new, vegan-friendly status is clearly flashed on the back of packs, along with a mischievous panel drawing consumers’ attention to the lack of “nasties” in the new-look product.
Burton’s Marketing Director Kate Needham said: “The tone of voice across the pack has been refined to be more in keeping with the character of the brand while emphasising the exclusion of artificial ingredients or hydrogenated fats – more important than ever for the growing number of shoppers focusing on the quality and ingredients of the food they eat.”