FBC launches biggest ever collaboration in celebration of Illumination’s Minions & Monsters
FBC launches biggest ever collaboration in celebration of Illumination’s Minions & Monsters
May 2026, London Party Rings and Jammie Dodgers in joint on-pack promotion with upcoming blockbuster, Minions & Monsters, in cinemas July 1.
Fox’s Burton’s Companies (FBC) has announced a new limited-edition flavour and on-pack promotion to drive impulse sales and in-store theatre ahead of one of the biggest film releases of the summer.
FBC’s summer promotion is set to tap into demand for limited-edition and licensed products, with research showing that half of shoppers say they would purchase a new food product on impulse when part of a limited-edition release.
The collaboration is set to be hugely attractive to families, with 37% of UK households buying into Jammie Dodgers or Party Rings over the last year, and both brands over indexing with families vs the rest of Sweet Biscuits. The brands are UK household staples, worth a collective £55.1M in the UK market, growing at +£5.3m YoY.
Minions themed, yellow limited-edition flavour
The collaboration will feature limited-edition Sour Lemon Jammie Dodgers. The iconic red, raspberry flavoured filling will be replaced with a tangy lemon curd across limited edition packs, for the duration of the campaign.
A ‘monster’ on- pack promotion
In a first-ever move, Jammie Dodgers and Party Rings have teamed up to host a Minions themed on-pack promotion, believed to be FBC’s biggest ever. The top prize is a family holiday to Florida. There are also thousands of instant win prizes to be won in partnership with popular family card game, Dobble, which can be activated through a dedicated microsite.
Commenting on the launch, Jo Harwood, Chief Sales and Trade Marketing Officer at FBC said:
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.
“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.
FBC is supporting the Minions & Monsters launch with a high-impact shopper campaign, including eye-catching in-store POS, retail theatre, and digital activations designed to maximise visibility and conversion at shelf.
The campaign follows a successful brand partnership between Jammie Dodgers and Nerf, which supported a +23% YoY uplift in sales volume4 for the brand last summer, and a 5.2% YoY increase in household penetration.
Jammie Dodgers and Party Rings Minions promotional packs will be available from all major retailers from 15 May until August across all core Party Rings and Jammie Dodgers products. The new Jammie Dodgers Sour Lemon SKU, also featuring the promotion, will RSP at £1.00 for 140g tray.
