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Fox’s Burton’s Companies (FBC) is announcing the launch of three new biscuits across its Jammie Dodgers and Fox’s Fabulous Cookies brands, rolling out from May 2023. Jammie Dodgers, the number one brand in the widely recognised ‘Kids Biscuits’ sector[1], is unveiling its second core line with Jammie Dodgers Apple & Blackcurrant. At the same time, the highly successful Fox’s Fabulous Cookies range will see the introduction of a new brand extension with Fox’s Indulgent Centre Cookies, which will launch in two flavour variants: Triple Chocolate and Chocolate Orange.  

The launch of NEW Jammie Dodgers Apple & Blackcurrant follows extensive shopper testing with families nationwide, with Apple & Blackcurrant scoring very high on appeal and taste performance – miles ahead of rival fruity flavours in biscuits[2]. Meanwhile, the introduction of Fox’s Indulgent Centre Cookies provides shoppers with a new and elevated biscuit experience.

“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.” explains 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[3]. 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 Fox’s Indulgent Centre Cookies Triple Chocolate flavour offers a classic crumbly chocolate cookie, with silky white and milk chocolate chips and a smooth, velvety chocolate centre. The NEW Fox’s Indulgent Centre Cookies Chocolate Orange flavour brings together milk chocolate chips with a citrusy orange flavour throughout, and a silky chocolate centre.

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 to drive ultimate excitement and recruit shoppers to the aisle. 

[1] Sweet Biscuits incl Healthier Combined Read NIQ Total Coverage 52we 15 04 23 + Kantar Hard Discount & Variety Retail 52we 16 04 23

[2] FBC UK consumer research November/December 2022

[3] Combined Read NIQ Total Coverage 52we 15 04 23 + Kantar Hard Discount & Variety Retail 52we 16 04 23

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