Burton's Foods is bringing out the first non-jam Jammie Dodger in over a decade, supported by a £4.5m TV campaign.
Toffee Dodgers, available now, comes in the biscuit's traditional heart-shaped cut-out format, but features a sticky toffee filling instead of jam (rsp: £1.15/150g). It follows a brand relaunch in January this year, when the range was reformulated and given a "more colourful" look.
"Growth will come not only from Jammie Dodgers' loyalists adding the new toffee variant to their repertoire but, more importantly, from consumers who are new to the Dodgers brand trading up from everyday biscuits," said David Costello, Burton's Foods category and activation controller.
The £4.5m campaign kicks off next month led by a national TV push the brand's first appearance on the small screen in six years which will focus on the new toffee variant.
Toffee Dodgers, available now, comes in the biscuit's traditional heart-shaped cut-out format, but features a sticky toffee filling instead of jam (rsp: £1.15/150g). It follows a brand relaunch in January this year, when the range was reformulated and given a "more colourful" look.
"Growth will come not only from Jammie Dodgers' loyalists adding the new toffee variant to their repertoire but, more importantly, from consumers who are new to the Dodgers brand trading up from everyday biscuits," said David Costello, Burton's Foods category and activation controller.
The £4.5m campaign kicks off next month led by a national TV push the brand's first appearance on the small screen in six years which will focus on the new toffee variant.
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