In 2009, Jammie Dodgers were the most popular children's sweet biscuit brand in the United Kingdom, with 40% of the year's sales consumed by adults.[2]
Jammie Dodgers (left rear) accompanied by tea, digestive biscuits, jam and cakes on a tray in a London hotel
Named after the character Roger the Dodger from The Beano comics,[3] Jammie Dodgers have been produced in the United Kingdom for over 60 years,[3] originally by Burton's Foods. In 2011, the brand was re-launched under the "Dodgers" umbrella with two new products: Toffee and Choccie.[citation needed] They have been sold in other flavours too, besides raspberry and strawberry.
Jammie Dodgers are a type of linzer biscuit, which is a biscuit-size version of a linzer torte, and they are often associated with the Christmas season in other parts of the world. One commercial example is Pepperidge Farm's seasonally available linzer raspberry cookie in the United States. In New Zealand, linzer cookies are called Shrewsbury biscuits; one example is the Cookie Bear Shrewsbury biscuit from Griffin's Foods. The term Shrewsbury biscuit refers to a different product elsewhere, however. Linzer cookies are also sold as raspberry shortbread cookies.
The 2011 re-launch TV campaign received the "Best Biscuit Advert of 2011" reward from The Grocer magazine.[4] Burton's launched a new advert for Choccie Dodgers in April 2012, during Britain's Got Talent, as part of a £4.5 million campaign.[5]
In New Zealand, Griffin's sell "Shrewsbury" biscuits that are similar to Jammie Dodgers, with a hole (that may be heart shaped) in the top layer.[6]
In Newfoundland, Purity Factories produces raspberry jam-filled sponge cookies (Jam Jams) and raspberry jelly-filled sponge cookies (Tea-Vees) with a hole in the top layer.
