Recently, Jammie Dodgers announced they will be going back to a Vegan recipe for their biscuits which will be available from July 13th in their new packaging which Marketing Director at Burton’s Biscuit Company, Kate Needham says “stays true to the brand’s core values, reflecting its humble origins but propelling into the modern age in a fun, relevant ways”
Alongside many other accidentally Vegan snacks on supermarket shelves, Jammie Dodgers were also accidentally Vegan for a while. However, in 2016, the company made the switch to a non-vegan friendly recipe which disappointed a lot of consumers and even led to an online petition to encourage the makers to return to the old, vegan recipe. Despite this, the makers of Jammie Dodgers kept to their decision with the justification that the change was based on consumer feedback to improve their flavour and texture. The makers, Burton’s Biscuit Company, interrupted the vegan recipe by adding based milk protein to their recipe – a protein derived from milk and is formed from whey and casein proteins which is not vegan as it is derived from dairy. The Vegan Society also expressed that by changing their recipe to a non-vegan recipe, the makers of Jammie Dodgers were “reducing the size of their market significantly” as many Vegans who initially enjoyed the biscuit could no longer consume it and even turned to making their own Vegan Jammie Dodgers at home, following online recipes.
However, the recipe for Jammie Dodgers have now been changed again to make them 100% free of animal products – in a statement to Vegan Food & Living, Marketing Director at Burton’s Biscuit Company, Kate Needham expressed that “We have listened to our biscuit fans and are pleased to announce that we’ve moved once again to a dairy-free recipe. Family fun is at the Jammie heart of our brand, so it’s important to use 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”.
Many Vegan consumers expressed their happiness with the recipe change on Twitter:
Jammie Dodgers just became vegan again IM SCREAMING
— BLACK LIVES MATTER (@spooky_t0fu) July 1, 2020
The Jammie Dodgers Mini’s will also follow this Vegan recipe and can be enjoyed by Vegans again!