Fox’s Burton’s Companies (FBC) has launched a new recipe for its Thomas Fudge’s Florentine range.
The company noted that the new recipe for the 109-year-old brand is liked 22% more than its main competitor in the category due to its “elevated level of indulgence”. Changes include extra whole almonds for an added crunch, an additional burst of fruit flavour, and more chocolate for a “richer, more indulgent treat”.
All three Thomas Fudge’s Florentine SKUs have been updated – Milk Chocolate, Dark Chocolate and Salted Caramel. They are launching in Sainsbury’s, Ocado and Waitrose (RRP from £3.00) from today.
The relaunch includes a new packaging design whilst retaining a box shape that debuted in 2023, making it easier to stack vertically and reducing the shelf space the product takes up for retailers.
Robin Norton, Head of Category Insight, commented: “Thomas Fudge’s is one of the oldest and most premium brands in the FBC portfolio, having been founded in 1916. 2025’s exciting relaunch will see an improved recipe, which has been meticulously developed to eschew some of the chew, leave almonds whole for increased crunch and create the optimal Florentine experience. We have also added extra fruit and chocolate for that luxurious encounter consumers look for in a Thomas Fudge’s treat.
“We felt that the branding was ripe for revitalisation, which is why we’ve added extra flourishes of colour, with animal characters, all wearing top hats of course. This new Thomas Fudge’s livery adds colour and personality to the premium biscuit shelves. Keeping the updated shape of the packaging is also something we felt was really important to help retailers to save precious shelf space, which is a challenge we hear about a lot, particularly in smaller stores.”
