Fox’s Burton’s unveils new twist on a classic line

Surrounding the core Easter market Fox’s Burton’s Companies (FBC) has moved to deliver a novel twist on classic favourite, in the form of Jammie Dodger Hearts, writes Neill Barston.

The business, which has enjoyed a strong slate of innovation in the past year, has been keen to push the boundaries with its overall portfolio.

As the company explains, its latest release has been inspired by the iconic heart-shaped cut-out from the centre of its key biscuit, for the first time ever, fans can enjoy the “missing piece” as a snack in its own right.

Notably, the new line is reportedly made from its core golden, crumbly shortcake, yet without the signature fruity jam typically found in a traditional Jammie Dodger. 

Commenting on the move, Scott Perry, chief marketing officer at FBC said: “Jammie Dodgers is a brand that’s all about fun and mischief, so we wanted to have a play with the most recognisable part of our design. Jammie Dodgers have been missing a biscuit heart since 1960, so we thought we’d bring a bit of extra biscuit love to our loyal brand fans.”