Burton’s Biscuit Company is rolling out limited-edition Lemon Twist Jammie Dodgers for summer.
The biscuits are comprised of the traditional Jammie Dodger shortbread sandwiched together with a lemon jam. The NPD is available for an RSP of 89p a pack and comes in cases of 18.
Burton’s said the launch would be supported by a sustained programme of social media activity.
“Our limited-edition Jammie Dodgers Lemon Twist follows our popular Toffee Apple variant, launched for autumn/winter 2017, with a vibrant pack design and standout flavour that’s sure to attract new and existing shoppers,”saidMandy Bobrowski, UK & Ireland marketing director at Burton’s Biscuit Company.
“Jammie Dodgers remains an iconic favourite bought by one in five UK households. Retailers can look forward to driving biscuit sales with Jammie Dodgers this summer.”
A recent category report by rival manufacturer Pladis revealed that novelty biscuits, which included Jammie Dodgers, suffered a sales decline of 2.9% in 2017, taking category value to £107m. Within that, Jammie Dodgers fell by 11%.