Fox’s Burton’s Companies has unveiled its biggest-ever brand collaboration, teaming up with Universal Products & Experiences to launch a major Minions campaign across Jammie Dodgers and Party Rings.

The promotion celebrates Illumination’s new action-comedy Minions & Monsters, which lands in cinemas on 1 July 2026, and is designed to drive impulse sales and in-store theatre throughout the summer.

FBC will roll out limited-edition promotional packs across both biscuit brands, alongside an on-pack competition giving shoppers the chance to win a family holiday to Florida.

The tie-up will also see the launch of a new limited-edition Jammie Dodgers Sour Lemon SKU, replacing the classic raspberry filling with a tangy lemon curd. The biscuits will also be embossed with Minions characters for the duration of the campaign.

FBC said the campaign was designed to tap into shopper demand for limited-edition and licensed products, with research showing half of shoppers would buy a new food product on impulse if it was part of a limited-edition release.

The business said the partnership was expected to appeal strongly to families, with 37 per cent of UK households buying Jammie Dodgers or Party Rings over the past year.

The two brands are worth a combined £55.1m in the UK market and are growing by £5.3m year on year.

In a first for FBC, Jammie Dodgers and Party Rings will share an on-pack promotion, with thousands of instant-win prizes also available through a partnership with family card game Dobble. Shoppers will be able to enter through a dedicated microsite.

Fox’s Burton’s Companies chief sales and trade marketing officer Jo Harwood 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 will support the launch with a shopper campaign spanning in-store point of sale, retail theatre and digital activations designed to boost visibility at shelf.

The campaign follows last summer’s Jammie Dodgers partnership with Nerf, which FBC said helped deliver a 23 per cent year-on-year uplift in sales volume and a 5.2 per cent increase in household penetration.

Jammie Dodgers and Party Rings Minions promotional packs will be available across all major retailers from 15 May until August across core products.

The new Jammie Dodgers Sour Lemon SKU will also feature the promotion and will retail at £1 for a 140g pack.

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