A cheeky new look

Jammie Dodgers minis christmas

BURTON’S Biscuit Company has launched a new festive Jammie Dodger Minis variant.

Jammie Dodger Elf Minis sees Burton’s Biscuits tap into what it described as the Jammie Dodger brand’s “cheeky and mischievous persona” while building on the “popular elf toy trend.”

The launch comes at a time of growth for the Jammie Dodgers’ Minis format, which enjoyed 33% growth in the year to 17 July, according to Nielsen data.

Kate Neeham, marketing director at Burton’s Biscuit Company, said: “Retailers can make the most of this opportunity by stocking festive favourites that appeal to the seasonal biscuit occasions of in-home treating and gifting.

“Merchandising by these key occasions will make life easier for shoppers and will also enable retailers to capitalise on increased demand.”