Start Licensing secures deal with Burton's Biscuit Company.

Jammie Dodgers expands into the celebration cake arena

Partnering with Finsbury Foods, Burton’s Biscuit Company will launch its first licensed product, the Jammie Dodgers Celebration Cake.

The Jammie Dodgers Celebration Cake, which will be available at retail early in 2015, captures the shape, style and presentation of the well-known Jammie Dodgers biscuit right down to a jam heart at its centre.

Aimed at the family market, the cake is packaged in a fully branded box and will sit in the celebration cake fixture at retail.

Daryl Newlands from Finsbury Foods commented: “Finsbury Foods has worked in collaboration with Burton’s Biscuit Company to develop the ultimate Jammie Dodger cake. The biscuit come cake is a larger version of this UK staple that can be used for birthdays or sharing with family and friends. The cake is filled with the well known fruity gooey Jammie Dodger jam so it won’t disappoint."

Stuart Wilson, chief commercial officer UK & Ireland at Burton’s Biscuit Company, added: “At Burton’s Biscuit Company we are always looking for innovative and exciting ways to extend our much loved brands, making every day more of a treat. Our successful partnership with Finsbury Foods means our loyal consumers can now enjoy a premium cake experience with all the qualities of our popular Jammie Dodgers biscuits.”

The partnership, organised by Burton’s Biscuit Company’s licensing agency Start Licensing, is part of a carefully managed licensing programme. The Jammie Dodgers Celebration Cake is the first product launch from this relationship, with further innovative products planned.

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