Burton’s Biscuit Company has added a new chocolate flavour to its Jammie Dodgers’ portfolio to meet the growing demand for milk chocolate biscuits.
Choccie Dodgers will replace the brand’s jam with a chocolate flavoured cream. The extension will be available in Tesco and Sainsbury’s this week before rolling out across the grocery and impulse channels.
Burton’s Biscuit marketing director Kate Needham said: “A +4% growth in spend across Chocolate Biscuits from Jammie Dodgers Shoppers highlights the desire for chocolate offerings from our consumers”.
“As a result, we expect growth to come from brand loyalists buying Choccie Dodgers and, more importantly, from consumers who are new to the Dodgers brand trading up from everyday biscuits.”
She continued: “We know Jammie Dodgers over indexes with Young Family Shoppers but we have a clear opportunity to grow our universal family appeal with strategic innovation that really cuts through”.
“Stretching beyond jam and adding chocolate to our proposition will target these shoppers, generating excitement and incremental sales.”
Last year, Burton’s Biscuit announced a change to its Jammie Dodgers recipe, becoming 100% plant-based and suitable for vegans.
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