Jammie Dodgers branch out

Jammie Bakes
Jammie Bakes: Jammie Dodgers for adults
  (Photo:  )

Burton’s Biscuit Company has launched a new version of its well-loved Jammie Dodgers brand aimed at adults. 

Jammie Bakes is backed by a £3m marketing spend, spearheaded by national TV advertising. Jammie Dodgers’ Jammie Bakes are crispy with a soft jam centre. The adverts will feature the strapline ‘You Know You Want To’.

There will be two variants comprising raspberry and apricot with an RRP of £1.49. A £1.39 price-market pack variant will be available to the cash & carry channel.

David Costello, Burton’s head of customer category management, said: “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.

“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.”

Jammie Dodgers is the second-largest children’s biscuit brand, with annual sales of more than £21m, according to data from Nielsen and Kantar (w/e 4 January 2015).

Marketing support, including online, social media and in-store activity, will accompany the TV campaign.

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