Thomas J. Fudge’s Expands Savoury Offer, Revamps Packaging

Thomas J. Fudge’s has expanded its savoury line-up with the addition of new products, while also introducing packaging intended to boost cut-through with consumers and standout on shelf.

Available in Waitrose from 14 August, the new Mini Wafers (RSP £2.25) line will be available in three variants – Punchy Jalapeno, Thai Chilli, and Melty Cheddar.  Also available from Waitrose will be the new Crackers & Crispbreads line (RSP £2.45) available as duo packs in three variants – Almond & Cranberry and Hazelnut & Apple crackers; Sunflower & Caraway and Pumpkin & Sesame crackers; and Spelt Sourdough and Rye Sourdough crispbreads.

The new lines are being supported by revamped packaging, intended to drive standout on shelf and highlight the brand’s values.  The new design nods to the brand’s British heritage and its centenary celebrations in 2016, as well as its commitment to innovation, quality and taste. Inspired by the British butter, cream and cheese produced in the region, the new range’s ingredients also nod to the bakery’s history and commitment to premium and indulgent produce. PR, digital and experiential activity is also being implemented to support the new launches.

The launch follows recent investment from private equity business Livingstone, secured to support Thomas J. Fudge’s aim to establish itself as the UK’s No.1 premium biscuit brand.