Burton's Biscuits is launching its 40 year old children's biscuit market leader Jammie Dodgers into the dynamic snacking market with two new formats in February. Jammie Dodgers Dipz are biscuit sticks with a separate heart shaped pot of jam, which represents the first time Burtons has taken the jam out of Jammie Dodgers. Mini Jammie Dodgers are a smaller version of the original product in a countline sized six biscuit pack. Both developments are designed to exploit growth in the snacking and lunchbox sectors. "The new formats have the potential to double the brand's value," said marketing director Paul Chmielewski. The launch is supported by TV and cinema advertising. Jammie Dodgers faces stiff competition for kids' loyalty following the launch of BN from McVitie's last year. Rsps: Mini single 15p, six pack 65p, Dipz single 45p, triple pack £1.19. {{P&P }}