Burton Foods is relaunching its Jammie Dodgers for the first time in more than 10 years, with new lines, improved recipes and revamped packaging.

Two new biscuit products will join the Jammie Dodgers portfolio in March, although details are still under wraps.

From January, Burton Foods is updating the recipe of the biscuits with added fruit in the filling to create a "natural twist".

The relaunched range also debuts a "more colourful and fun look", including a bolder jam splat logo, accompanied by a product shot set on a sunburst backdrop.

Photo imagery of the filling flavours and marker-pen graffiti messages, such as 'Full of mischief but no artificial additives', have also been added.

Last year, sales of Jammie Dodgers were down 0.9% to £19m [IRI 52w/e 17 July 2010].

Branding agency Robot-food redesigned the range.