Jammie Dodgers launches Really Fruity flavour into minis format

After the successful launch of full-size Jammie Dodgers “Really Fruity” - a strawberry flavoured biscuit and strawberry jam variation on the classic Raspberry Jammie Dodger - Fox’s Burton’s Companies has today announced the introduction of the flavour in its popular (and rather cute) minis format. With Jammie Dodgers the number one sub-brand in the Kids Biscuit category* and the Minis segment worth £155m in the Sweet Biscuits category, growing 15% YoY*, the new Jammie Dodgers Really Fruity Minis are a must-stock for retailers looking to target busy families and grow their sales. “Adding Jammie Dodgers Really Fruity into a minis format is an exciting evolution of the Jammie Dodgers range,\" said Robin Norton, Head of Category Insights at FBC. \"The Jammie Dodgers brand exploded in popularity over the last year: +19 per cent to £37m in retail sales. We expect the new mini format of this flavour will tap into consumers’ desire for quick, portable, pre-portioned snacks that offer great flavour.” FBC has also announced that its Maryland Minis format will also be undergoing pack-redesign to ensure less packaging with the same amount of cookies. The move will see the case count increase from eight to 10 outer bags across the range of six snack packs of minis, helping retailers to save shelf space, reduce warehouse & transportation space and reduce the labour costs of stacking the shelves.