Jammie Dodgers

A Jammie Dodger

Jammie Dodgers are a popular British biscuit, made from shortbread with a raspberry or strawberry flavoured jam filling. They are currently produced by Burton's Biscuit Company at its factory in Llantarnam. In 2009, Jammie Dodgers were the most popular children's sweet biscuit brand in the United Kingdom, with 40% of the year's sales consumed by adults.[1]

Varieties

Jammie Dodgers have been sold in other flavours, including raspberry, lemon, toffee, orange, chocolate, Vimto and "berry blast". Smaller version of the biscuits have been sold in "lunchpack" bags.

In New Zealand, Jammie Dodgers have always been called Shrewsbury biscuits [2]

History

Named after the character Roger the Dodger from The Beano comics,[3] Jammie Dodgers have been produced for over 50 years,[3] originally by Burton's Foods. In 2011, the brand was re-launched under the "Dodgers" umbrella with two new products: Toffee and Choccie.

Similar biscuits are produced by other manufacturers. A version of this biscuit is made in France under the name Gateaux Sables Nappage Fraise by Pat'Boul de Provence. This version is bigger (100 mm (3.9 in) diameter) and has three round holes through which strawberry jam is visible.

Advertising

The 2011 re-launch TV campaign received the "Best Biscuit Advert of 2011" reward from The Grocer magazine.[4] Burton's launched a new advert for Choccie Dodgers in April 2012, during Britain's Got Talent, as part of a £4.5 million campaign.[5]

See also

References

  1. ↑ "Burton's Foods launches new division for food service snack market". Caterer and Hotelkeeper. November 30, 2009. Retrieved January 18, 2013.
  2. ↑ "Did you know that in the UK a Shrewsbury biscuit is called a Jammie Dodger? And its our flavour of the week!". October 4, 2016. Retrieved December 11, 2017.
  3. 1 2 "Dodgers". Burton's Biscuit Co. Retrieved February 24, 2016.
  4. ↑ "Top Campaigns of the Year: 31- 40". The Grocer. December 17, 2011. Retrieved January 18, 2013.
  5. ↑ "Burton's Biscuit Company set to launch "music battle" ad for Choccie Dodgers". The Drum. Retrieved January 18, 2013.
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