Fox’s Minions campaign and biscuit to drive sales

Fox’s Burton’s Companies (FBC) has unveiled its largest-ever brand collaboration, teaming up with Universal Products & Experiences to celebrate Illumination’s highly anticipated summer blockbuster, Minions & Monsters, arriving in cinemas July 1, 2026.

The blockbuster action-comedy partnership will see FBC’s flagship household brands, Jammie Dodgers and Party Rings, join forces for a massive, multi-brand on-pack takeover designed to drive high-impact in-store theatre and impulse sales for grocery retailers.

A ‘Monster’ on-pack promotion and Florida holiday prize

Marking a historic first for the manufacturer, both Jammie Dodgers and Party Rings will simultaneously host the cross-brand promotion. The campaign features a headline competition giving families the chance to win a holiday to Florida, alongside thousands of instant-win prizes in partnership with the popular family card game, Dobble, redeemable via a dedicated microsite.

To maximise shelf visibility, FBC is backing the rollout with an extensive shopper marketing campaign. Retailers can expect eye-catching in-store point-of-sale (POS) displays, digital activations, and retail theatre designed to tap into summer holiday excitement.

Introducing Limited-Edition ‘Sour Lemon’ Jammie Dodgers

As the crown jewel of the partnership, FBC is shaking up the biscuit aisle with a brand-new, yellow flavour variation: Jammie Dodgers Sour Lemon.

Tapping into the power of licensed fandom

The partnership leverages a highly lucrative demographic. Jammie Dodgers and Party Rings are foundational UK household staples with a combined market value of £55.1 million, currently growing at a rapid +£5.3 million year-over-year. Together, the brands reach 37% of UK households and heavily over-index with families compared to the rest of the sweet biscuit category.

FBC is aiming to replicate the massive momentum of last summer’s Jammie Dodgers partnership with Nerf, which successfully unlocked a +23% volume sales uplift and a 5.2% boost in household penetration.

“With one of the biggest family film releases of the year landing this summer, this collaboration gives retailers a brilliant opportunity to create standout displays, drive impulse purchases, and tap into the excitement around the launch,” says Jo Harwood, chief sales and trade marketing officer at FBC.

“It’s the first time we’ve run a collaboration across two of our iconic brands and it showcases the opportunities created through the merger to bring Fox’s brands together with Burtons under the FBC portfolio.”

Industry data supports the strategy: recent consumer research indicates that 50% of shoppers will purchase a new food item entirely on impulse if it is tied to a limited-edition or licensed pop-culture release.

Promotional packs across core Party Rings, classic Jammie Dodgers, and the new Sour Lemon SKU are rolling out across all major UK supermarket shelves now, with the campaign running through August 2026.