Millions of Jammie Dodgers fans are in for a treat as Burton’s Biscuit Company is unveiling a playful new look for the £23 million*1 household favourite, bringing to life the fun-filled personality shoppers know and love. 

Over 50 years old, but now more relevant than ever to both younger and older biscuit lovers, Jammie Dodgers is dialling up its mischievous and energetic character, while also bringing key product credentials to the front of the pack.

For example, Jammie Dodgers fans will be told that the products contain ‘No Nasty Stuff! We’re Jammie Enough’!

Rolling out from July, the new look will feature on all Jammie Dodger SKUs, including Jammie Dodgers Minis, increasing engagement with young consumers through a series of fun, vibrant designs on the inner packs.    

Kate Needham, Marketing Director at Burton’s Biscuit Company, says: “Jammie Dodgers has a special place in family life and is one of those brands that stirs people’s emotions. It’s an iconic biscuit bought by 1 in 5 households in the UK*2. The pack redesign stays true to the brand’s core values, reflecting its humble origins but propelling it into the modern age in a fun, relevant way.

“The tone of voice across the pack has been refined to be more in keeping with the character of the brand while emphasising the exclusion of artificial ingredients or hydrogenated fats – more important than ever for the growing number of shoppers focusing on the quality and ingredients of the food they eat.”

Coinciding with the redesign, Jammie Dodgers will also become vegan-friendly, meeting the growing demand for free from/vegan products. Its new, vegan-friendly status will be clearly flashed on the back of packs, along with a mischievous panel drawing consumers’ attention to the lack of ‘nasties’ in the new-look product.

Kate added: “Alongside the new look, we’ve taken our recipe to the next level. We’re certain that it meets passionate pleas from the vegan community to remove the dairy, while maintaining the high taste standards we’ve held for over 50 years.” 


1: Nielsen/Kantar combined Total Market 52 we 23rd March 2020
2: Kantar Total Market 52 we 22nd March 2020

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