Jammie Dodgers will be embossed with three seasonal designs – a stocking, a star and a Christmas tree – and will come in festive packaging from this month. The limited edition Jammie Dodgers will be available in 140g packs, with an RRP of 89p.

Special Christmas packs will also be rolled out on some of Burton’s Biscuit Company’s other popular biscuit brands, including Maryland Cookies 230g packs, RRP £1, and a Maryland Mini Cookies Sharebox, RRP £1. Both will be renamed ‘Merryland’ and the latter is expected to appeal to shoppers looking for stocking fillers.

In savoury biscuits, Burton’s will launch a Cathedral City Baked Bites Share Box in 140g packs, RRP £149.

“Seasonal biscuits are a major opportunity for retailers, worth £169m last year,” said Isabel Lydall, category and 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.”

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