Jammie Dodgers is launching a new ‘Really Fruity’ variant – a strawberry-flavoured biscuit and jam combo.
With strawberry ranking as the most popular flavour within children’s biscuits, and research showing a high purchase intent of 85%, the brand hopes that the new variety will appeal to the whole family.
Colin Taylor, Trade Marketing Director for Fox’s Burton’s Companies (FBC), commented: “Jammie Dodgers Really Fruity aims to build on the brand’s packaging relaunch earlier this year, which highlights the fun and familiarity of the brand. With the new strawberry-flavoured biscuits, Really Fruity gives that burst of colour and flavour, which are synonymous with Jammie Dodgers.
“With the brand continuing to meet the newstalgia trend – the fusion of both old and new features – we’re confident Jammie Dodgers Really Fruity will deliver for retailers and consumers alike over the summer months.”
Jammie Dodgers Really Fruity (RRP £0.85p) will roll out across grocery retailers from now until September.
The launch is being supported with a competition, giving away a family holiday and more than 100 other prizes.
The Jammie Dodgers brand is now worth £33.4m and growing at 12%, with volumes up 35% year-on-year.
