Fox’s Burton’s Companies (FBC) has unveiled a new addition to its Party Rings range, with the popular kids biscuit introducing a new shape for the first time in its 42-year history.
Under The Sea Minis offer the iced shortcake taste of a Party Ring, but in fish shapes. Available in packs of six for £1.50, the new line is launching exclusively in Asda on 24th April for 12 weeks.
The move follows the strong performance of the manufacturer’s Mini Party Rings range, which is now worth £13.5m and has a repeat purchase rate of 56%.
FBC noted that after significant investment in new kit, the launch also marks the first in a pipeline of shaped biscuit innovation for the brand.
Robin Norton, the company’s Head of Category Insight, commented: “Under the Sea Minis is an exciting milestone for the Party Rings brand. It may be the first time we’re changing the format of the biscuits, but they come with the famous flavour and fun of traditional Party Rings. In initial testing, the products performed incredibly well with consumers, outperforming industry standards by 24%, so we’re confident they will be a hit when they land on shelves later this month.”
Meanwhile, FBC revealed that Party Rings will undergo a full packaging refresh across all flavours and SKUs by the end of May 2025. The ‘Colour Me In’ design is set to modernise the brand and stand out on shelf with a new illustrated style. It will be supported by an above-the-line campaign that will include double-decker Party Rings-branded buses and out-of-home ads.
