Burton’s Biscuit Co is seeking licensees to help it extend its Jammie Dodgers brand into new categories.
Agency Start Licensing announced at the Brand Licensing Europe show in London this week that it had been appointed to represent the brand and take it into categories including bakery, desserts and ice cream.
“The intention is to develop a relatively small range of products,” said Start Licensing director Ian Downes. “There will be a strong focus on the ability of the licensees to represent the brand effectively in new categories.”
Burton’s chief marketing officer Stuart Wilson said that “children and adults have enjoyed the iconic Jammie Dodgers for many years” and that the time was right to bring “Jammie Dodgers’ unique sense of fun to new product areas”.
Jammie Dodgers were first produced more than 50 years ago and were named after Beano character Roger the Dodger.
Made at the Burton’s plant in Wales, the brand was relaunched in 2011 supported by a £4.5m ad push fronted by the ‘Jammie’ and ‘Toffee’ monkeys, and revamped again this year with the rollout of Banana & Toffee and Jam & Custard Dodgers.
Despite such activity, sales of the Jammie Dodgers brand have fallen 8.5% year-on-year to £21.8m [Nielsen 52 w/e 17 August 2013].
Burton’s already has experience of the licensing business from the other side of the fence. It produces Cadbury biscuits under licence and last month announced it was to make a range of savoury biscuits under the Cathedral City brand.