Thomas J Fudge’s adds to savoury range

UK-based Thomas J Fudge’s has expanded its savoury product portfolio with the launch of Mini Wafers and Crackers & Crispbreads.

Feeding into growing demand for snacking and sharing formats and spicy flavours, the launches also feature revamped packaging intended to boost cut-through with consumers and standout on shelf.

The Mini Wafers (RSP £2.25) will be available in three flavours: Punchy Jalapeno, Thai Chilli and Melty Cheddar. The Crackers & Crispbreads packs come as duos (RSP £2.45) and will debut in Almond & Cranberry and Hazelnut & Apple crackers, Sunflower & Caraway and Pumpkin & Sesame crackers, as well as Spelt Sourdough and Rye Sourdough crispbreads.

Paul Vita, joint managing director at Thomas J Fudge’s, said, “The new Mini Wafers and Crackers & Crispbreads offer consumers the indulgent and innovative flavours and formats, currently driving growth in the swelling savoury biscuit market.”

The launch follows recent investment from mid-market private equity business Livingstone. Announced in April 2016, this was secured to support Thomas J Fudge’s aim to establish itself as the UK’s number one premium biscuit brand.

The Mini Wafers and Crackers and Crispbread Packs will be available in Waitrose from 14 August.