Fox’s Burton’s Biscuits (FBC) is refreshing its Jammie Dodgers brand to make them “even fruitier”, whilst also debuting a new, modernised look across its packaging to make different flavours more identifiable.
Colin Taylor, Trade Marketing Director at FBC UK, commented: “We’re continuing to invest in our flagship brands to ensure shopper favourites, such as Jammie Dodgers, have stand-out visibility in-store. The brand perfectly taps into the trend for newstalgia, by successfully colliding the past with the future, so it’s important that we continue to modernise the brand to drive relevancy and reach a broader shopper base.
“Jammie Dodgers is now valued at £32.5m and continuing to grow at 7.7%, so there is lots of opportunity for our retail partners. The all-new packaging has been designed to be bold and vibrant to best attract existing and new shoppers to the brand. We have also filled the biscuits with a new even fruiter jam so that shoppers can experience even more of the iconic taste that Jammie Dodgers is famous for.”
The relaunch will be supported by a multi-million-pound campaign, spanning a new TV creative, video-on-demand, shopper marketing, social media, and PR. The new packaging can be found across the Jammie Dodgers range which includes the traditional biscuits, pre-portioned mini biscuits, and the GIANT Jammie Dodger.
The revamped range has been launched in Sainsbury’s, Asda, and Morrisons, with a wider rollout to follow.
