Fox’s Burton’s Companies (FBC) has announced a major move for its premium biscuit brand, Thomas Fudge’s, launching a butter raspberry and almond Viennese for the first time.  The brand, known for its delectable Florentines, is tapping into the £16.5 million* ‘indulgent treats’ market¹ with a product designed to tempt new shoppers and drive premium category growth. 

Valued at £2.4 million and growing 27% year-on-year**, Thomas Fudge’s is FBC’s fastest-growing brand. The introduction of Viennese Swirls strengthens its position by offering retailers a high-quality, trade-up option for shoppers seeking something both familiar and luxurious. 

The new Viennese Swirls combine two soft, buttery almond Viennese biscuits filled with raspberry jam and vanilla cream, delivering a sophisticated twist on a classic flavour combination. Sold in packs of seven and weighing 130g, the product is now available in Waitrose and Morrisons and will debut in Sainsbury’s in September, with an RRP of £2.80.  

Speaking of the announcement, David Hebson, Trade Marketing Director at FBC, said: “Our consumer research shows a clear appetite for indulgent, new treats that still feel familiar. The Almond Viennese Whirls hit that sweet spot, bringing together timeless flavours with a premium, Thomas Fudge’s twist. It’s a perfect way for retailers to tap into the growing demand for elevated treats.” 

The launch comes after a period of significant investment into the brand which saw a brand-new packaging design, re-formulated recipe and a series of sponsorship activities, all designed to raise brand awareness and attract new customers. 

*NIQ: £242.5M L52w/e 24.05.25 Special Treats 

** Combined Read, (52 w/e 7/5/25) 

Comments are closed.


Agreement

To use this website, you must be aged 18 years or over

This will close in 0 seconds