Valeo Foods UK Confectionery is bringing XXX® Mints into the trusted FOX’S® Masterbrand, marking the next chapter for one of Britain’s best-loved mint brands while reassuring retailers that the product consumers know and trust remains exactly the same.
The refreshed packaging combines XXX®’s heritage, established in 1987, with the century-long legacy of FOX’S®, creating a stronger family identity across the confectionery portfolio. While the packs have been modernised with a contemporary new design featuring FOX’S® mascot Peppy™ on the front of pack, the product, recipe and quality remain unchanged.
The move represents a full-circle moment for the brand. Their return to the FOX’S® Masterbrand celebrates this shared heritage while positioning the brand for continued growth with today’s consumers.
XXX® Mints continue to play an important role in the confectionery category as a trusted, on-the-go solution for oral freshness and palate cleansing. Consumers value the extra strong, long-lasting freshness and distinctive crumbly texture, making the product an everyday essential for busy lifestyles. Whether enjoyed after meals, between meetings or while travelling, XXX® Mints remain a reliable choice for quick refreshment wherever consumers are.
The updated packaging has been designed to deliver stronger shelf standout while retaining the warmth, familiarity and trusted quality associated with the FOX’S® name. The addition of the FOX’S® mascot, Peppy™, gives the refreshed packs a more modern, approachable look while strengthening the connection to the wider FOX’S® family.
For retailers, the transition has been designed to be straightforward, with no changes to the product itself, allowing existing consumers to continue purchasing with complete confidence while clearly communicating that the trusted product inside remains exactly the same.
Michael Inpong, Chief Marketing Officer at Valeo Foods UK, says:
“Our refreshed identity celebrates the rich heritage of XXX® Mints while giving the brand a modern, contemporary look that will stand out on shelf and appeal to today’s shoppers. Crucially, while the packaging has evolved, everything inside remains exactly the same, the same extra strong taste, the same long-lasting freshness and the same trusted quality that consumers have relied on for decades.”
The refreshed XXX® Mints packs featuring FOX’S® branding are expected to begin rolling out across wholesale, convenience and grocery channels from 19th July, with the transition taking place gradually across retailers.
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