Widespread joy as vegan Jammie Dodgers return
Avoiding veganism was never going to be a good long-term strategy.
To revert to a historic way of baking is a strange step for a company wishing to promote its brand.
This was an issue that was evidently only recently picked up on by the big wigs at Burton’s Biscuits Company, the geniuses behind the production of Jammie Dodgers. In years gone by, the ingredients of Jammie Dodgers were all (completely unintentionally) vegan until a recipe change added dairy into the mix.
Clearly, this was not a particularly “woke” decision given that the popularity of totally vegan diets is booming even faster than the country’s current desire to look trendy by funnelling into a pub and passing out within an hour. Thankfully, in a decision that I am sure was based entirely on ethical evidence and had nothing to do with profit margins, Jammie Dodgers will once again be returning to a fully vegan state.
The 13th July will see the renowned biscuits relaunched in shops with a brand new dark red packaging to ensure that everyone can see that they are buying the updated vegan version. Although the dairy ingredients have been swapped for a more animal-friendly substitute, it has been assured that the jam and shortbread favourites will retain their beloved fruitiness and chewiness.
With the sticky situation now resolved, Kate Needham, marketing director for Burton’s Biscuits, said: “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”. Hopefully the “mischief” doesn’t mean a revival of the repulsive blackcurrant flavour.