Burton’s Biscuits has updated its Jammie Dodger range with a crisper biscuit and fruitier jam.

The update applies across the core brand flavours, including Original Raspberry, Berry Blast and Jam ‘n’ Custard varieties. Burton’s said the cost of the improvements was not being passed on to the retailer and the manufacturer’s suggested selling price (MSSP) remains at 69p for the 140g packs.

Rolling out in stores across March, the update is accompanied by a new pack design, which features the Best Ever Recipe slogan, to emphasise the changes to customers.

David Costello, head of category and shopper management at Burton’s Biscuits, said: “Our ‘Best Ever Recipe’ performed extremely well in consumer research, and we’ve taken the lead from our consumers in order to deliver the best possible taste for our shoppers.

“With this improved recipe, and new front-facing SRP, we’re enabling retailers to grow this iconic brand in their store, as well as driving incremental profits from the biscuit fixture.”

Burton’s Biscuits recently announced it was relaunching its Cadbury Special Occasions in new packs, designed for on-the-go eating.