Burton's Wagon Wheels Jammie

Wagon Wheels are an iconic chocolate-coated biscuit snack that first debuted in 1948 at the Olympia Food Fair in London. Invented by William Peschardt and later commercialized by Garry Weston, the son of the founder of Associated British Foods, the snack was named to capitalize on the popularity of Western cowboy films in the post-war era. The 'Jammie' variant pictured includes a layer of raspberry jam alongside the traditional marshmallow center, sandwiched between two biscuits.

Historically manufactured in Slough, production moved in the early 1980s to a large-scale facility in Llantarnam, South Wales, which remains the primary manufacturing hub for the brand today. Over the decades, the ownership of Wagon Wheels has transitioned through several private equity firms and food conglomerates.

As of 2026, the brand is owned by Ferrero, the Italian confectionery giant. Specifically, Wagon Wheels are managed under Fox's Burton's Companies (FBC UK), a business unit formed following Ferrero's acquisition of Burton's Biscuit Company in 2021 and its subsequent merger with Fox's Biscuits. This corporate structure places the ultimate ownership in Italy while maintaining dedicated British manufacturing heritage.