This April, Fox’s Burton’s Companies (FBC UK) is introducing Jammie Dodgers Apple & Blackcurrant Minis to its much-loved Jammie Dodgers range, which is now worth over £30m[1]. The new mini offering follows the hugely successful launch of the 140g Jammie Dodgers Apple & Blackcurrant flavour in May 2023, which has recruited 277,000 incremental shoppers to the Jammie Dodgers brand[2].
The launch comes as the demand for pre-portioned, mini snacks for both kids and adults alike continues to grow. In fact, Jammie Dodgers is the largest sub-brand within the kids’ sub-segment of sweet biscuits[3] and the mini biscuits format is growing faster than the wider market[4]. The new format for Apple Blackcurrant Dodgers opens the brand to a wider range of occasions and shoppers, presenting a huge growth opportunity for retailers.
Colin Taylor, Trade Marketing Director at FBC UK comments: “We are constantly reviewing trends within the category to ensure our portfolio can help retailers make the most of the sweet biscuit opportunity. With the Apple & Blackcurrant flavour’s success proven already, and with mini biscuits growing in popularity, we know this is going to go down a treat with shoppers.”
Jammie Dodgers Apple & Blackcurrant Minis will be available in Sainsbury’s first, with a wider roll across the grocery, wholesale and impulse channel to follow. With an MRSP of £1.25 for a 6 x 20g (120g) pack, the launch will drive excitement and recruit shoppers to the biscuit aisle.
[1] NIQ Total Coverage; Kantar Hard Discounters and Variety Retailers Combined Read MAT 24.12.23
[2] NIQ Total Coverage; Kantar Hard Discounters and Variety Retailers Combined Read MAT 24.12.23
[3] NIQ Total Coverage 52we 09 09 23
[4] Kantar Usage 52we 20 02 22
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