Burton’s Biscuit Company is set to accelerate demand for its two biggest brand launches of 2015, Maryland Soft Baked cookies and Jammie Dodgers Jammie Bakes, with the introduction of price-marked packs for both brands.
Available exclusively to the cash & carry/wholesale channel, the £1.39 PMPs of the new Maryland variant of the nation’s favourite cookie*1 and the first ever Jammie Dodgers for adults, Jammie Bakes, will be available from late April.
“As one of the first FMCG companies to introduce price-marked packs, we know how important they are to shopkeepers keen to offer their customers Britain’s best-loved brands at competitive prices,” says David Costello, Burton’s Biscuit Company’s Head of Customer Category Management.
“Launching price-marked variants of two really innovative products that stand apart from anything else on the biscuit fixture will contribute to what we envisage will be exceptionally strong growth for both brands this year.”
High levels of shopper demand for both Maryland Soft Baked cookies and Jammie Dodgers Jammie Bakes will be generated by £multi-million marketing campaigns in the coming months, including national TV advertising.
Jammie Dodgers Jammie Bakes are crispy, golden biscuits with a soft, jammie centre, available in two variants, raspberry and apricot, in cases of 8.
Costello describes them as ‘the most significant innovation for Jammie Dodgers since the childhood favourite was introduced more than half a century ago’.
Maryland Soft Baked cookies are available in two 200g variants, Caramel & Choc Chunk and Double Choc Chunk, with 8 x 25g cookies in each pack, also in cases of 8.
Price-marked biscuits in symbols channel are worth £37 million2, with value sales up 12% year-on-year and now accounting for a third of all year round biscuit sales in the sector, their highest ever share.
*1 Nielsen Scantrack Total Coverage 52wk ending 8th Nov 2014
* 2 Nielsen data – Symbols 52we £ for AYR biscuits (total biscuits excluding seasonal)