In a festive first, Burton’s Biscuit Company has unveiled limited edition Christmas designs for its children’s biscuits brand Jammie Dodgers.
Designed to deliver maximum impact on-shelf, the packs will feature festive-themed branding and one of three seasonal images: a stocking, a star or a Christmas tree on pack.
The range will be joined by limited edition festive packs of some of Burton’s most popular biscuit brands, available from mid-September, including the return of Merryland Cookies and a Merryland Mini Cookies Sharebox. Burton’s is also bringing back its Cathedral City Baked Bites Share Box with a limited edition festive design.
“Seasonal biscuits are a major opportunity for retailers, worth £169m last year (Nielsen & Kantar combined, 16 weeks to 31.12.2018),” said Isabel Lydall, category & insights controller at Burton’s Biscuit Company.
“We’re enabling them to make the most of this opportunity by stocking a Christmas product range that caters for the three seasonal biscuit occasions: in-home treating, novelty and gifting. Merchandising by these key occasions will make life easier for shoppers, enabling retailers to capitalise on increased demand.
Lydall added: “We’re confident that our colourful, festive-themed packs will attract shoppers to the biscuit fixture at a time when they’re looking for seasonal variations of some of their best-loved brands.”