Burton’s Foods is relaunching Wagon Wheels, covering them with real chocolate and adding a chocolate sauce filling.
The biscuit stalwart will also be made with chocolate biscuit instead of the cinnamon flavoured offering currently used. Hydrogenated vegetable oil has been removed and an artificial colouring has been removed from the jam variant.
The relaunch will be supported by a through-the-line campaign, including poster and print advertising.
Jammie Dodgers has been given a natural colourant and less salt.