Fox’s Burton’s Companies (FBC) has launched three new biscuits across its Jammie Dodgers and Fox’s Fabulous Cookies brands.
Jammie Dodgers is rolling out a second core line with Jammie Dodgers Apple & Blackcurrant. At the same time, Fox’s Fabulous Cookies range will see the introduction of a new extension with Fox’s Indulgent Centre Cookies, which have launched in two flavour variants: Triple Chocolate and Chocolate Orange.
“Biscuits remain one of the few categories where shoppers are willing to spend money on treats. Shoppers often turn to the brands they know and love, purchasing trusted, well-known brands in the Fox’s Burton’s Companies portfolio for premium ‘me-time’ treating moments,” said Colin Taylor, Trade Marketing Director at FBC UK.
“This trio of innovation from two of Britain’s leading brands will offer shoppers something new to try. Enjoyed by families nationwide, Jammie Dodgers Apple & Blackcurrant delivers moments of nostalgia, whilst perfectly complementing the original Raspberry Jam-filled biscuit. What’s more, Fox’s Indulgent Centres will offer a new taste experience that isn’t currently available in the popular ‘big cookie’ segment.
“Fox’s Fabulous Cookies, as an example, has seen significant value growth at +57% over the past year and is now worth £26.2m in retail sales. We’re confident that the new Indulgent Centre Cookies will be a fantastic and complimentary extension to the Fox’s Fabulous Cookies range and will give shoppers something new and special to enjoy.”
The new launches will be available in Tesco first, with a wider distribution to follow. Jammie Dodgers Apple & Blackcurrant will carry an MRSP of £0.75p for a 140g pack, whilst Fox’s Indulgent Centre Cookies will carry an MRSP of £2.00 for a 6 cookies per pack. Both products will be supported by sales promotions and shopper marketing activity.
