Fox’s Chocolatey, a Fox’s Burton’s Companies (FBC) brand, is launching a new matcha cream biscuit, as it looks to capitalise on surging demand for the trending flavour.
The second limited edition flavour in its viral-inspired series, the launch follows the success of Fox’s Chocolatey’s ‘Dubai Style’ Indulgent Creams last summer, which brought 850,000 new shoppers1 into the Fox’s Chocolatey brand, demonstrating the value of viral-inspired flavours in driving incremental growth for retailers.
The Matcha trend is now following a similar trajectory to last year’s Dubai craze, fuelled by social media. The ingredient has amassed more than 10 billion TikTok views and 9.5 million Instagram posts, with Matcha menu items growing by over 30% year-on-year in 2025.2
Tapping into this trend, the new Fox’s Chocolatey Matcha Indulgent Creams combines Fox’s Chocolatey’s generously chocolate-covered biscuit with a delicate shortcake base and smooth Matcha cream filling.
Jo Harwood, Chief Sales and Trade Marketing Officer at FBC, said, “Matcha has rapidly grown from a niche trend into a mainstream flavour, driven by its strong social media presence and growing appeal amongst younger shoppers. Its eye-catching colour, versatility and cultural appeal are just some of the reasons why.”
“With our track record of bringing viral flavour trends into the biscuit aisle, we’re confident Fox’s Chocolatey Matcha will drive incremental shoppers and category value, while giving retailers a compelling premium proposition. This will be one of our major launches for 2026 and we can’t wait to see the consumer response.”
The product launches this week in Tesco and Booker and will be available in packs of eight (MSRP: £3/122g). It will then be more widely available from 20 June.
1 Worldpanel by Numerator, Total Market, 52 WE 05 10 25
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