Northern Foods launches Fox’s Ambers

Northern Foods has launched the Fox’s Ambers range in praline, caramel and plain honeycomb flavours, billed as the brand’s new flagship range. The range will be backed by a £3m marketing campaign starring Vinnie the panda in May – the largest marketing spend for the company.

Commenting on the launch, Rachel Moffatt, brand sector director for Fox’s Biscuits, says, “The launch of Fox’s Ambers is a very exciting moment for us; one that we hope will redefine the meaning of an everyday biscuit for consumers. The range will make indulgent flavours like praline completely accessible and affordable to biscuit lovers everywhere and a better class of naughtiness.”

The Fox’s Ambers range will launch with an RRP of £1.39. The company is currently finalising its distribution channels for Fox’s Ambers, with the new range set to be available at all major supermarkets and independent retailers.