Toffee Dodgers Launch!

We’ve been gorging on them for some time, eager to shout about just how tasty they are and now Toffee Dodgers have been launched! Product is available in Tesco, Morrisons, The CoOperative and C&I channels and is soon to appear in ASDA and Sainsbury’s.

It’s one of the biggest NPD initiatives of the year and coincides with our rebrand of Jammie Dodgers. Burton’s have invested £4.5 million into the Dodgers brand relaunch, which will be led by a national TV ad campaign in May.

The launch and advertising will focus on the brand strapline that we introduced… “Get Stuck In!”

We created a whole new brand framework to include the new Toffee product as ‘Toffee Dodgers’ and another variant is soon to follow.

Toffee Dodgers is a toffee flavoured biscuit packed full of crispy bits with a sticky toffee filling, visible through Dodgers’ unique heart-shaped cut-out.

“The brand extension will deliver incremental value to the Dodgers brand. Toffee Dodgers are the UK’s only biscuits with exposed toffee. They retain the gooey texture that’s synonymous with Jammie Dodgers but provide a fantastic new taste experience,” says David Costello, Burton’s Foods’ Category and Activation Controller.

So, what are you waiting for?… Get Stuck In!