UK: Burton’s Biscuits launches new adult-oriented Jammie Bakes

Burton’s Biscuit Company has released a new version of is Jammie Dodgers biscuits targeted at an adult audience, according to reports in The Mirror and Bakery Info.

New Jammie Bakes are described as a “crispy, golden biscuit with a soft, jammie centre” and come in raspberry and apple varieties.

Commenting on the launch, David Costello, Burton’s head of customer category management, said: “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”.

“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”, he added.

Jammie Bakes go on sale in the UK with an RRP of £1.49 ($2.29).

Source: The Mirror / Bakery Info