Burton’s has unveiled a new festive look for its iconic Jammie Dodgers, the first limited-edition design since the biscuits’ launch more than 50 years ago.
The embossed ‘splat’ on the biscuits will be replaced with three new designs – a stocking, a Christmas tree and a star – and they will come in a festive-themed pack.
Jammie Dodgers will be joined by a number of other Burton’s brands receiving a Christmas makeover, including Maryland Cookies and Cathedral City.
Isabel Lydall, category and insights controller at Burton’s, said: “Seasonal biscuits are a major opportunity for retailers, worth £169m last year.
“We’re enabling them to make the most of this opportunity by stocking a Christmas product range that caters for the three seasonal biscuit occasions: in-home treating, novelty and gifting. Merchandising by these key occasions will make life easier for shoppers, enabling retailers to capitalise on increased demand.”