Burtons looks to extend Jammy Dodgers outside biscuit aisle

Burton's looks to extend Jammy Dodgers outside biscuit aisle

Burton's Biscuit Co. has confirmed it is actively seeking licensing partners in a bid to further grow its Jammie Dodgers brand.

The company has engaged Start Licensing to identify potential tie-up opportunities for Jammie Dodgers, a spokesperson for the group confirmed today (21 October).

The group is seeking to expand the biscuit brand, which accounts for around 20% of the kids biscuit category, into new product areas. The company is reportedly looking at potentially moving into desserts, ice cream and bakery.

"We can confirm that we are looking to license the Jammie Dodgers brand to develop products under a focussed licensing programme.  Children and adults alike have enjoyed the iconic Jammie Dodgers for many years and we think the time is right to bring Jammie Dodgers' unique sense of fun to new product areas," Stuart Wilson, chief marketing officer, said.

The company has targeted an increase in revenues from its so-called "power brands", which include Jammie Dodgers as well as Wagon Wheels and Cadbury, which is produced under licence from Mondelez International.

Burton's has "no current plans" to "extend this approach" to the rest of its branded portfolio, the spokesperson said.

Burton's Biscuits was put on the block by its private equity owners Apollo Management and CIBC in September with an asking price in the region of GBP350m. The company's management - who hold a small minority stake in the firm - have indicated a desire to remain involved in the biscuit maker. Management is focused on pushing ahead with the group's turnaround plan, which has seen it exit unprofitable supply contracts and focus on its branded offering, while also investing in its production capabilities.

Last month, the group booked a near-50% increase in full-year profit before tax.