Burton’s Biscuit Company unveils festive first for Jammie Dodgers

In a festive first since the £21m (RSV*1) brand was launched over 50 years ago, Burton’s Biscuit Company is unveiling new, limited edition designs of its iconic Jammie Dodgers, one of the nation’s most popular children’s biscuit brands.

The biscuits’ embossed ‘splat’ is making way for three seasonal designs – a stocking, a star and a Christmas tree – plus a festive-themed pack for maximum impact on-shelf.

The Jammie Dodgers seasonal special will be joined by limited edition festive packs of some of Burton’s much-loved biscuit brands, available from mid-September, helping retailers to drive sales and shoppers to treat themselves over the festive period.

The £46m*2 RSV Maryland Cookies brand is also having a festive makeover, becoming ‘Merryland’ on packs of Maryland Cookies 230g. They will join the ‘Merryland’ Mini Cookies Sharebox – a seasonal transformation of the UK’s No.1 kids mini biscuit brand*3 Maryland Mini Cookies, perfect for adding some chocolate chip fun to sharing at home, gifting or as a stocking filler.

Burton’s is also bringing back its festive limited edition design on the Cathedral City Baked Bites Share Box. Cathedral City Baked Bites are made from the nation’s favourite cheese, baked into a great-tasting savoury snack (under licence from Saputo) – the perfect accompaniment to a seasonal glass of wine.

“Seasonal biscuits are a major opportunity for retailers, worth £169m last year*4,” says Isabel Lydall, Category & Insights Controller at Burton’s Biscuit Company.

“We’re enabling them to make the most of this opportunity by stocking a Christmas product range that caters for the three seasonal biscuit occasions: in-home treating, novelty and gifting. Merchandising by these key occasions will make life easier for shoppers, enabling retailers to capitalise on increased demand.

“We’re confident that our colourful, festive-themed packs will attract shoppers to the biscuit fixture at a time when they’re looking for seasonal variations of some of their best-loved brands.”

2019 Range:

  • NEW Jammie Dodgers – Limited edition festive biscuits – RRP 89p, 140g, case size 18 SRP
  • Merryland Cookies – RRP £1, 230g, case size 12 SRP
  • Merryland Mini Cookies Sharebox – RRP £1, 175g, case size 10 SRP
  • Cathedral City Baked Bites Share Box – RRP £1.49, 140g, case size 10 SRP