Jammie Dodgers is launching Jammie Bakes, the first Jammie Dodgers product aimed at adults.

Backed by a £3m marketing spend spearheaded by national TV advertising, Jammie Dodgers Jammie Bakes are crispy, golden biscuits with a soft, jammie centre.

The product will launch with two variants, raspberry and apricot, with an RRP of £1.49. A £1.39 price-marked variant will be available to the cash and carry channel.

“We know that when adults eat Jammie Dodgers, it often evokes memories of their childhood, but they also told us that even established favourites which they really enjoy can be made more relevant to them,” said David Costello, Burton’s Biscuit Company’s head of customer category management.

“Jammie Bakes does just that, giving Jammie Dodgers more adult appeal and reinforcing the brand’s position as one of the UK’s best-loved family brands, with a product range that will now appeal as much to fun-loving adults as their children.

“In essence, we’re bringing sticky, jammie fun to the heart of British family life and reinforcing the fact that fun-filled Jammie Dodgers is synonymous with jam.”

Two new TV commercials will be at the heart of the £3m brand support programme. The commercials will feature the strapline ‘You Know You Want To’. In addition to the TV advertising, marketing support includes online, social media and in-store activity.

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