FBC launches limited-edition Sour Lemon Jammie Dodgers

Nov - Food Bev - Website Banner - TIJ vs TTO 300x250.gif

Access more as a FoodBev subscriber

Sign up to FoodBev and unlock more insights from the international food and beverage industry. Subscribers have access to webinars, newsletters, publications and more...

Subscribe now >

Fox’s Burton’s Companies (FBC) has partnered with Universal Products & Experiences to launch a limited-edition Jammie Dodgers variant inspired by Illumination’s upcoming family film Minions & Monsters.

The collaboration introduces Jammie Dodgers Sour Lemon, a twist on the classic biscuit featuring a tangy lemon curd filling in place of the brand’s traditional raspberry centre.

The limited-edition biscuits will also feature embossed Minions character faces as part of the wider promotional campaign tied to one of the summer’s major family film releases.

The product will launch in 140g packs with an RSP of £1.

The partnership reflects the continued importance of licensed collaborations within the biscuit category, where brands are increasingly leveraging entertainment tie-ins and limited-edition flavour innovation to drive shopper engagement, particularly among families and younger consumers.

FBC, formed through the merger of Fox’s and Burton’s, is the UK’s second-largest branded biscuit manufacturer. The company produces biscuits across multiple bakeries in England, Scotland and Wales, with a heritage dating back to 1853.