Jammie Dodgers, the £24.4m biscuit brand (+3.1%)*1, is supporting the convenience channel with the relaunch of its PMP case in a new standout and affordable case footprint.

Rolling out this month, the nation’s favourite jammie biscuit is available in a new and compact case of 15 (89p x 140g), having listened to demand from convenience retailers for a smaller case size.

As part of the changes, retailers will also see a refreshed case design featuring pack and biscuit images to ensure that the brand is clearly visible to identify for ease of purchase.

“Offering value to both retailers and customers alike, we recognise the important role that PMPs play in the convenience channel and continue to adapt our offering to support the sector with bestselling products at affordable price points” says Kate Needham, Marketing Director at Burton’s Biscuit Company

“Jammie Dodgers continue to be popular with shoppers, selling over 33.8m packs last year*1. The new case size will reduce the recommended WSP to below £10 – ideal for those who may wish to have less outlay per trip to the wholesaler while continuing to stock shopper favourites.”

This latest launch builds on Jammie Dodgers’ rebrand last year, which saw the unveiling a new, playful and contemporary look and feel and a vegan-friendly recipe to ensure that Jammie Dodgers remains top of mind for shoppers seeking a mischievous sweet treat.

1:  *Source: Combined Read – Nielsen Scantrack (17.05.2020) and Powerview (16.05.2020)

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