Jammie Dodgers are made by Burton's biscuits, who produce a wide range of biscuits but are best known for their highly individual brands like Jammie Dodgers, Waggon Wheels and Viscount, all iconic biscuits and brands in their own rights.
Jammie Dodgers, are simple in concept a sandwich of 'jam' and two shortcake biscuits with a heart shaped whole in the upper biscuit to reveal the jam. The Jam is billed as raspberry flavour but is infact made from plums and assorted chemicals, presumably because actual raspberry jam wasn't up to the biscuit engineering task of adhering the two biscuits together. This also makes attempts to part both biscuits somewhat futile, due to the adhesive jam.
The biscuit itself has undergone some changes. Recently they have become somewhat paler in colour, and with this slightly softer. Also the original heart shaped embossing has been replaced by jammy splashes so as to reinforce to the eater that jam plays a pivotal role in this biscuit. The heart shaped hole now seems like a throw back to a earlier time in the headlong rush to reposition the biscuit, with old references to the Queen of Hearts baking some tarts being consigned to the biscuits tins of history.
Recent promotional schemes dreamed up by Saatchi and Saatchi involving mythical Jam Wrestlers, frankly did little to bring this classic brand to new generation of biscuit eaters. It was all a bit crap really, let the biscuit speak for itself, that's what we say.
Jammie Dodgers, are simple in concept a sandwich of 'jam' and two shortcake biscuits with a heart shaped whole in the upper biscuit to reveal the jam. The Jam is billed as raspberry flavour but is infact made from plums and assorted chemicals, presumably because actual raspberry jam wasn't up to the biscuit engineering task of adhering the two biscuits together. This also makes attempts to part both biscuits somewhat futile, due to the adhesive jam.
The biscuit itself has undergone some changes. Recently they have become somewhat paler in colour, and with this slightly softer. Also the original heart shaped embossing has been replaced by jammy splashes so as to reinforce to the eater that jam plays a pivotal role in this biscuit. The heart shaped hole now seems like a throw back to a earlier time in the headlong rush to reposition the biscuit, with old references to the Queen of Hearts baking some tarts being consigned to the biscuits tins of history.
Recent promotional schemes dreamed up by Saatchi and Saatchi involving mythical Jam Wrestlers, frankly did little to bring this classic brand to new generation of biscuit eaters. It was all a bit crap really, let the biscuit speak for itself, that's what we say.
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