Fox’s Burton’s bites into £509m biscuit demand
Image credit: FBC
Fox’s Burton’s Companies (FBC) is expanding its Fox’s Crunch Creams range with a new Chocolate & Vanilla flavour, aiming to inject greater variety into the line‑up and capture incremental growth in the chocolate biscuit segment.
Rolling out from 25 March, the new SKU pairs two chocolate biscuits with a vanilla cream filling, delivering the signature texture and indulgence that have made Crunch Creams a staple in the sweet biscuit aisle.
The launch marks the first time the chocolate biscuit format — previously only seen in Fox’s Seasonal Assortment — has been introduced as a standalone 200g roll pack, opening up new everyday consumption occasions for the brand.
FBC says the move responds directly to rising shopper appetite for chocolate flavours, a trend now worth over £509m in Anytime Treats. Crunch Creams itself remains a strong performer, valued at £14.2m, and the new flavour aims to build on that momentum by complementing the existing portfolio with a crowd‑pleasing combination.
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 product performed brilliantly in taste tests against other chocolate sandwich biscuits, achieving 96% overall liking among shoppers aged 18–40. With such strong results — and the proven popularity of the Double Chocolate assortment flavour — we’re confident this will be a big seller with both loyal Crunch Creams fans and new shoppers.”
The new Chocolate & Vanilla Crunch Creams will be available from 25 March with an RSP of £1.50 per 200g pack, launching initially in B&M, Home Bargains and Tesco.
The launch comes as FBC continues to outperform the sweet biscuits category, reporting +12.5% value growth and +5.7% unit growth year on year.
