Image: Jammie Dodgers
‘We’re pleased to announce that we’ve moved once again to a dairy-free recipe’
Iconic British biscuit brand Jammie Dodgers has revised its popular biscuit recipe to make it suitable for vegans again.
The original plant -based recipe was tweaked in 2016 to add milk protein much to the disappointment of fans who then rallied the company to exclude the animal protein source.
However, four years down the line, Burton’s Biscuit Company has not only conceded to consumer demand to remove milk but has also revamped the packaging design to give it a new look.
‘No Nasty Stuff’
The vegan friendly biscuits come in a darker wrapper tone and carry a cheeky logo “No Nasty Stuff! We’re Jammie Enough!” along with other key product credential info on the front of the pack.
Kate Needham, Burton’s Biscuit Company’s marketing director said: “The pack redesign stays true to the brand’s core values, reflecting its humble origins but propelling it into the modern age in a fun, relevant way.
“The tone of voice across the pack has been refined to be more in keeping with the character of the brand while emphasizing the exclusion of artificial ingredients or hydrogenated fats.”
‘100% plant based’
Announcing the news on Instagram, the biscuit brand posted: “NEWS FLASH. Now EVERYONE can enjoy Jammie Dodgers. Our new recipe, tastes just as good but is now 100% plant based.
“Vegans rejoice and tag a pal that will defo want a pack below! You’ll find our Vegan-friendly biscuits in stores throughout July, sporting a darker coloured design and logo glow.”
On demand
Speaking about unveiling the vegan version, Needham said: “We have listened to our biscuit fans and are pleased to announce that we’ve moved once again to a dairy-free recipe.
“Family fun is at the Jammie heart of our brand, so it’s important to us that the whole family – and families of all lifestyles – can share a pack. Thanks to the new recipe, we’re happy that will now be more possible.
“But that’s not all, with our household classic seeing a surge in popularity, you can expect to see lots more fun and mischief coming from the UK’s favourite Jammie biscuit brand going forwards! It’s an exciting time to be a Jammie Dodger fan.”
The vegan -friendly biscuits will be in stores across the country from 13 July and will be available in both standard and mini sized packets.
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