Burton’s Foods is unveiling what it describes as ‘one of the most significant developments of the year in the UK’s £2.2 billion biscuit category’ with the relaunch of Jammie Dodgers, one of the UK’s best-loved biscuits.
The relaunch is spearheaded by the introduction of major brand extension: Toffee Dodgers, the first non jam-based Dodger in over a decade and one of the biggest NPD initiatives of the year.
It also features a £4.5 million brand investment programme, led by national TV advertising targeted at fun-loving families and a packaging redesign across all SKUs.
Toffee Dodgers has a toffee flavoured biscuit packed full of crispy bits with a sticky toffee filling, visible through Dodgers’ unique heart-shaped cut-out.
“The brand extension will deliver incremental value to the Dodgers brand. Toffee Dodgers are the UK’s only biscuits with exposed toffee. They retain the gooey texture that’s synonymous with Jammie Dodgers but provide a fantastic new taste experience,” says David Costello, Burton’s Foods’ Category and Activation Controller.
“Growth will come not only from Jammie Dodgers’ loyalists adding toffee to their repertoire but, more importantly, from consumers who are new to the Dodgers brand trading up from everyday biscuits.”
In research, 75 per cent of mothers described Toffee Dodgers as ‘good or very good’ with six out of ten saying they would buy the product in addition to Jammie Dodgers*.
Toffee Dodgers will be heroed in the £4.5 million brand investment this year, being the key focus of the TV advertising which will target ‘fun-loving families’ – the first Dodgers TV campaign for six years.
Toffee Dodgers will also be backed by heavyweight sampling in 2011, encouraging everyday biscuit shoppers to trade up.
The introduction of Toffee Dodgers coincides with new packaging designs across the entire Dodgers range. The new designs are modern with great shelf standout and really bring the brand’s mischievous personality to life.
Toffee Dodgers are available in 150g packs, in outers of 20, with an rrp of £1.15.
* Source: JRA, Jones Rhodes Associates, April 2010
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