Fox’s Burton’s Companies (FBC UK) is adding two new products to its Fox’s Crunch Creams range, which is worth £14.5m in retail sales value. The extension will see a limited-edition Cherry Bakewell flavour alongside a price-marked pack (PMP) for its Salted Caramel variant.
Fox’s Crunch Creams sit in the largest biscuit sub-category of Everyday Treats, which accounts for almost a quarter of all biscuit sales by value (24.7%). The company noted that many shoppers are also using biscuits as an opportunity to lift their mood and treat themselves, presenting a further £13.8m growth opportunity in the biscuit category.
Colin Taylor, Trade Marketing Director at FBC UK, said: “We are modernising the Crunch Creams brand with different flavour profiles so that we can attract new shoppers to the category, as well as excite loyal fans with something above and beyond the traditional flavours of the brand. Limited-edition products always drive excitement in the category, helping retailers make the most of the growing opportunity and demand for an everyday little lift.
“As well as flavour innovation, we know it’s important to offer new formats in the current landscape too. There was no better time to introduce our popular Salted Caramel Crunch Creams flavour in a PMP format and help retailers communicate value to shoppers. The new PMP format is set to drive biscuit sales within the wholesale and convenience channel, helping retailers unlock the category’s potential.”
Fox’s Crunch Creams Cherry Bakewell is now available in B&M and is rolling out to discounters, impulse and grocery multiples (MRSP: £1.00 – £1.29). Fox’s Crunch Creams Salted Caramel PMP is available now in Booker (MRSP: £1.29).
