Made from crisped rice, oats and raspberry fruit pieces, Splat Snacks are, as the name suggests, splat-shaped, making each one unique.
They will be available from next February and aimed at the burgeoning lunchbox market.
Jeremy Dunn, senior brand manager, was confident the new snacks would emulate the success of Jammie Dodgers Snack Bars, which were launched in May, and incremental to a 12.6% year-on-year value growth for the brand [Nielsen]. The new line would also benefit from the nostalgic associations of Jammie Dodgers, he predicted.
"Biscuits need a bit of livening up and we expect the Splat Snacks to have a halo effect on the category," said Dunn.
The launch will follow the brand's £750,000 sponsorship of Red Nose Day 2009. From 29 January, 2p from every special Jammie Dodgers Red Nose Day pack will be donated to Comic Relief.
It will be the first time the brand has got behind such fundraising and Dunn claimed the Comic Relief 2009's strapline of 'Do something funny for money!' was pertinent to Jammie Dodgers' light-hearted sales proposition.
"Jammie Dodgers and Red Nose Day are a fantastic match - both mischievous and fun," he said.
The investment will include an "interactive and fun" campaign.
Jammie Dodgers Splat Snacks will carry an rsp of £1.39 for six 20g bags.