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In 2009, Jammie Dodgers were the most popular children's sweet biscuit brand in the United Kingdom, with 40% of the years' sales consumed by adults.
Named after Roger the Dodger from The Beano comics, Jammie Dodgers have been produced for over 50 years. In 2011, the brand was re-launched under the "Dodgers" umbrella with two new products: Toffee and Choccie.
In November 2013, it was reported that Burton's Foods, the company that makes Jammie Dodgers and Wagon Wheels, had been sold to Ontario Teachers' Pension Plan for £350m.
The biscuit has been mentioned several times in the British science fiction programme Doctor Who. Lead actor Matt Smith has described Jammie Dodgers as "The Eleventh Doctor's favourite snack". Most prominently, in the episode "Victory of the Daleks" (2010), The Doctor attempts to pass one off as a remote self-destruct button for his TARDIS.
In the BBC sitcom Two Pints of Lager and a Packet of Crisps, Jonny Keogh's favourite biscuits are Jammie Dodgers. In a Halloween episode, Jonny's head is eaten by a giant Jammie Dodger.
The 2011 re-launch TV campaign received the "Best Biscuit Advert of 2011" reward from The Grocer magazine. 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.