Fox’s Burton’s Companies (FBC UK) is expanding its ‘The Skinny Cookie Co’ range with the launch of two new varieties. As the company’s first HFSS-compliant ‘sweet biscuits’ range, the new Choc Chip and Ginger Crunch Cookies varieties aim to meet demand from consumers looking for healthier snacking alternatives.
The Skinny Cookie Co Choc Chip and Ginger Crunch Cookies join a range that has seen brand performance of £3.8m in retail sales during the latest year, which drove 5% household penetration. Despite the growth in the ‘healthier biscuits’ category slowing during the pandemic, it is now thriving once again, with a value of £368m.
Each of the high-fibre cookie recipes comes in portion sizes under 100 calories for two cookies (the recommended serving). The Skinny Cookie Co Choc Chip Cookies are made with dark chocolate chips, while The Skinny Cookie Co Ginger Crunch Cookies contain crystalized ginger and apricot pieces.
Colin Taylor, Trade Marketing Director at FBC UK, commented: “We are always looking at new innovations to bring to market that offer consumers more choice. The new Skinny Cookies meet the demand of consumers looking for snacking alternatives and, with two-thirds less sugar versus a typical 10g choc chip cookie, they are also HFSS-compliant. Both Skinny Cookie Co Choc Chip and Ginger Crunch Cookies can be promoted throughout stores for maximum visibility: ends of aisles, till points, food-to-go and store entrances.
“Our responsible approach is important as a manufacturer of leading brands. We will continue to offer a variety of products in a range of formats that help our consumers enjoy our products as part of a balanced and varied diet.”
Available in Tesco first, Skinny Cookie Co will carry an RSP of £1.80 for a 165g/170g pack. The launch will be supported by front-of-store digital displays, online shopping ads, in-store POS, off-fixture display units and a targeted social media campaign.
