Burton’s Biscuit Company is launching iconic Jammie Dodgers, one of Britain’s best-loved children’s biscuit brands, in new, contemporary snack packs.
Each pack contains eight twin wrapped Jammie Dodgers, in a carton format, with front-facing, shelf-ready packaging providing strong shelf standout.
The new snack packs, which launched in Tesco in September introduce a new, snack size 13g biscuit to the Jammie Dodgers’ range.
“Portion control is increasingly important for shoppers, especially among parents looking for more convenient and permissible biscuit treats for children, for both in and out of the home,” says David Costello, Burton’s Biscuit Company’s Head of Category and Shopper Management.
“New snack size Jammie Dodgers are ideal for between meals, enabling parents to control how many biscuits their children eat, thanks to the individual portions. They are also a more permissible alternative to many other children’s individually-wrapped biscuits due to a lower sugar, fat and calorie content per gram.”
The introduction of the Snack Packs follows the launch earlier this year of the ‘Best ever recipe’ for the £20 million Jammie Dodgers brand*1, which is bought by 1 in 5 UK households.*2 The new recipe included a crispier shortcake biscuit and fruitier flavour jam. As part of reformulation on the biscuit, the sugar content was also reduced by 20%*3 The recipe relaunch was supported with a fresh new pack design and front facing shelf-ready packaging- and the results to date are strong with RSV in the latest 12weeks +6% YOY*4
1 Nielsen Value 52 wk 13.08.16
2 Kantar Worldpanel online 13.08.16
3. Comparing new recipe Jammie Dodgers with previous recipe
4. Nielsen Value 12wk vs LY 13.08.16
BURTON’S BISCUIT COMPANY