After the successful launch of full-size Jammie Dodgers “Really Fruity” – a strawberry flavoured biscuit and strawberry jam variation on the classic Raspberry Jammie Dodger – Fox’s Burton’s Companies has today announced the introduction of the flavour in its popular (and rather cute) minis format.
With Jammie Dodgers the number one sub-brand in the Kids Biscuit category* and the Minis segment worth £155m in the Sweet Biscuits category, growing 15% YoY*, the new Jammie Dodgers Really Fruity Minis are a must-stock for retailers looking to target busy families and grow their sales.
Robin Norton, Head of Category Insights at FBC said, “Adding Jammie Dodgers Really Fruity into a minis format is an exciting evolution of the Jammie Dodgers range. The Jammie Dodgers brand exploded in popularity over the last year: +19% to £37m in retail sales*. We expect the new mini format of this flavour will tap into consumers’ desire for quick, portable, pre-portioned snacks that offer great flavour.”
Jammie Dodgers Really Fruity Minis will initially be available on high streets and in retail parks from March 2025 via Home Bargains, Iceland, Poundland & Farmfoods with an RRP of £1.25.
FBC has also announced that its Maryland Minis format will also be undergoing pack-redesign to ensure less packaging with the same amount of cookies. The move will see the case count increase from 8 to 10 outer bags across the range of 6 snack packs of minis, helping retailers to save shelf space, reduce warehouse & transportation space and reduce the labour costs of stacking the shelves.
Robin Norton added: “The re-design of Maryland Mini’s packaging from mid-April is a positive step in reducing waste and helping retailers make the most of their biscuit fixture, boosting sales!”
Maryland minis are available across major supermarkets (RRP £1.50).
*Combined Read: NIQ, Total Coverage (52WE 22/02/2025) and Kantar, Variety Retailers (52 WE 23/02/2025)
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