What’s happened to Wagon Wheels?

It’s my birthday so i’m staying off the tech today. I’ve just indulged myself in a packet of ‘Wagon Wheels’
Wagon Wheels Wrapper.
Wagon wheels made by burtonsfoods have been around for years. They’re basically supposed to be biscuit covered in milk chocolate with a marshmallow and jam centre.

Looking good, but didn't this use to be larger?
So, the packet looks ok, but oh the disaster when the wheel was taken out of its wrapper. It looks like it’s been through a massive shrinking process, I’m sure they used to be twice the size and come in packs of 4.

A Naked Wagon Wheel

As you can see from the shot above, it’s deceptively similar to how you’d remember a Wagon Wheel from your youth apart from the fact that it’s missing double-it’s mass. But bite into one and what do you see?

WTF no jam!

Yep! It’s what you don’t see that’s more important. NO JAM! ignoring the fact that it’s missing a good 5 mm’s of width, there is no jam to compliment the marshmallow centre. They’ve taken it away! what’s even worse though is that they’ve actually split Wagon With jam into a completely separate product. Some biscuits you don’t mess with, there would be a revolution if Custard Creams, and Bourbon’s suddenly dispapeared off our shelves. Burtons Foods have destroyed the lunchbox dreams of many a schoolchild by sneakily reducing the size of wagon wheels – size obviously doesn’t matter to Burtons Foods, and then they’re trying to make more money by separating the jammy bit into its own separate wagon wheel.

What’s next – taking the jam out of jammy dodgers? This really is the thin end of the wedge.

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5 comments on “What’s happened to Wagon Wheels?
  1. catherine says:

    awww. they DO make the jam-centred ones. they are in a blue packet. http://www.britishfooddirect.com/images/wagonwheels8.jpg see?

    also nicey has a review on his biscuit site http://www.nicecupofteaandasitdown.com/biscuits/previous.php3?item=19

  2. Jon says:

    Here here, make them bigger again

  3. catherine says:

    make your own bigger wagon wheels! http://www.pimpthatsnack.com/project.php?projectID=7

  4. Matt says:

    That’s actually a really good link – thanks!

  5. Nat says:

    Very interesting. I’ll add to favourites your blog. How much time did you write a post?