Jammie Dodgers, the UK’s second largest children’s biscuit brand* with annual sales of more than £21 million*, is going all grown-up with the launch of Jammie Bakes, the first ever Jammie Dodgers product aimed at adults.
The major brand development is described by Burton’s Biscuit Company as ‘the most significant innovation for Jammie Dodgers since the childhood favourite was introduced more than half a century ago’.
Backed by a £3 million marketing spend spearheaded by national TV advertising, Jammie Dodgers Jammie Bakes are crispy, golden biscuits with a soft, jammie centre.
The product will launch with two variants, raspberry and apricot, with an rrp of £1.49. A £1.39 PMP variant will be available to the cash & carry channel.
“We know that when adults eat Jammie Dodgers, it often evokes memories of their childhood, but they also told us that even established favourites which they really enjoy can be made more relevant to them,” says David Costello, Burton’s Biscuit Company’s Head of Customer Category Management.
“Jammie Bakes does just that, giving Jammie Dodgers more adult appeal and reinforcing the brand’s position as one of the UK’s best-loved family brands, with a product range that will now appeal as much to fun-loving adults as their children.
“In essence, we’re bringing sticky, jammie fun to the heart of British family life and reinforcing the fact that fun-filled Jammie Dodgers is synonymous with jam.”
Two new TV commercials will be at the heart of the £3 million brand support programme. The commercials will feature the strapline ‘You Know You Want To’, highlighting that as soon as you bite into a Jammie Bake, you’re free to do all the childish things you secretly urge to do.
In addition to the heavyweight TV advertising, marketing support includes extensive online, social media and in-store activity.
* Nielsen/Kantar 52 w/e January 4, 2015