The humble Jammie Dodger holds a special place in the nation’s heart. Two slabs of shortcake with a dollop of jam sandwiched between them, and a little heart-shaped window on top giving you a glimpse of the jammy goodness.
We recently covered the consternation over the revelation that the raspberry-flavoured jam in your standard Jammie Dodger is actually made with apples, and was once made with plums.
If that little nugget of Jammie Dodgers news was ‘most distressing’, wait till social media gets a load of this.
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Fresh on the scene this summer, you can expect to find Mango and Passionfruit Jammie Dodgers on supermarket shelves.
A 140g pack of this new spin on the old classic is priced at just 48p at Asda, and it joins the growing ranks of alternative Jammie Dodgers flavours. Other options available at the time of writing include: the Strawberry Flavour Jam and Biscuit variety, and the off-piste Apple and Blackcurrant one.
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Social media users were predictably upset about the news. Before we get into the commentary, please note that the existence of Mango and Passionfruit Jammie Dodgers is not a threat to the original, so please don’t lose any sleep over it.
"Wish they would just stick to original!!!! More jam!!!!!!!!" said a comment from someone concerned that this town ain’t big enough for more Jammie Dodgers flavours.
"Tasteless," said another who, ironically, seems not to have given the new flavour a taste.
"We need to get these," was an alternative view, while “Oh yum” was the simple utterance of another open-minded individual.
"We are very excited about these new flavours and expect them to do well in market," a Fox’s Burton’s spokesperson told The Sun. Best get down to your local shop for a pack lest the good folks at Fox’s Burton’s find themselves disappointed.
Since merging in 2022, Fox’s Burton’s has been doing very well for itself. It posted revenues of £638,000,000 for the year ending August 31st 2024, with that figure up from £595,100,000 in the previous year.
A board-signed statement read:
“2024 represents a year of continuing challenges which the group has successfully managed.
"Despite the ongoing external pressures from the continued conflict in Ukraine and impact of inflation on key ingredients, the benefit of bringing together Burton's and Fox's under one combined senior leadership team has continued to strengthen the group's combined market position as the second largest biscuit manufacturer in the UK.
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"The business continues to invest in its brands through above the line advertising campaigns for the group's brands together with innovative new product development."
In other words, watch this space for more Jammie Dodgers innovations.
Rachael Davis