Jammie Dodgers is targeting adults by launching Jammie Bakes.
It is available in two variants, raspberry and apricot, RRP £1.49. A £1.39 price-marked pack is also available to the cash & carry channel.
The new products are backed by a £3m marketing campaign, which includes TV and online advertising.
David Costello, head of customer category management for Burton’s Biscuit Company, said the new products give Jammie Dodgers more adult appeal, while reminding customers of their childhoods.
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