After the launch of full-size Jammie Dodgers ‘Really Fruity’ – a strawberry-flavoured biscuit and strawberry jam variation on the classic Raspberry Jammie Dodger – Fox’s Burton’s Companies has announced the introduction of the flavour to its minis format.
With Jammie Dodgers the number one sub-brand in the Kids Biscuit category and the Minis segment worth £155m in the Sweet Biscuits category, growing 15% YoY, the brand noted that the new Jammie Dodgers Really Fruity Minis are a must-stock for retailers looking to grow their sales.
Robin Norton, Head of Category Insights at FBC, said: “Adding Jammie Dodgers Really Fruity into a minis format is an exciting evolution of the Jammie Dodgers range. The Jammie Dodgers brand exploded in popularity over the last year: +19% to £37m in retail sales. We expect the new mini format of this flavour will tap into consumers’ desire for quick, portable, pre-portioned snacks that offer great flavour.”
Jammie Dodgers Really Fruity Minis will initially be available in Home Bargains, Iceland, Poundland, and Farmfoods with an RRP of £1.25.
FBC has also announced that its Maryland Minis format will also be undergoing pack-redesign to ensure less packaging with the same amount of cookies. The move will see the case count increase from 8 to 10 outer bags across the range of 6 snack packs of minis, helping save shelf, warehouse and transportation space, and reduce the labour costs of stacking shelves.
Norton added: “The re-design of Maryland Mini’s packaging from mid-April is a positive step in reducing waste and helping retailers make the most of their biscuit fixture, boosting sales!”
