Fox’s Burton’s Companies (FBC) is launching a new Chocolate and Vanilla flavour into its popular Fox’s Crunch Creams range, in a move designed to bring greater variety to the brand and drive incremental sales in the growing chocolate biscuit segment.
Available from 25th March, the new flavour features two deliciously thick and crunchy chocolate biscuits, filled with a generous layer of smooth vanilla cream, delivering the signature Crunch Creams taste and texture that shoppers know and love.
The launch builds on the popularity of the chocolate biscuit format currently featured in Fox’s Seasonal Assortment packs, bringing the chocolate biscuit element into a standalone 200g roll format for the first time.
It also taps into strong demand for biscuits featuring chocolate flavours, which are worth over £509M in Anytime Treats.
Fox’s Crunch Creams remains a hugely popular brand, worth £14.2M. The launch of Chocolate and Vanilla builds on this success by expanding the range with a flavour combination designed to complement the existing portfolio and drive further growth.
Commenting on the launch, Jo Harwood, Chief Sales and Trade Marketing Officer at FBC said: “Fox’s Crunch Creams are a British classic, with huge brand awareness and buyability among shoppers. We’re excited to bring newness and diversity into the range with this new flavour.
“The new product performed brilliantly in taste tests against other chocolate sandwich biscuits, delivering on taste, texture and filling, with a 96% overall liking among shoppers aged 18-40. Because of this incredible score, and the huge popularity of the Double Chocolate assortment flavour, we’re confident the product will be a big seller with both existing Crunch Creams fans, and new ones!”
Fox’s Crunch Creams will be available from 25 March for £1.50 RSP per 200g pack. The product will be listed in B&M, Home Bargains, and Tesco.
FBC is showing strong growth in the Sweet Biscuits category, reporting value growth +12.5% and Unit growth +5.7% YoY.
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