Fox’s Burton’s Companies (FBC) has announced the launch of Fox’s Chocolatey – a bold new Masterbrand set to drive significant category growth by uniting its most indulgent products under one cohesive, premium identity.
The rebrand will bring together Fox’s Fabulous Cookies, Fox’s Fabulous Viennese, and Fox’s Fabulous Rounds under the new Fox’s Chocolatey Masterbrand. This strategic move creates greater consistency across the range, modernising the portfolio while building on the trusted heritage of the Fox’s name with a more luxurious and contemporary look.
Fox’s Chocolatey delivers on its promise of generosity, with new packaging that reinforces indulgence, quality, and premium taste through the use of rich, dark colour palettes, bold chocolate cues, and premium food photography.
The launch comes at a pivotal time for the category. The Premium Treats segment is now worth £393.7M, growing +2.7%[i] year-on-year, as shoppers increasingly trade up from everyday biscuits in search of affordable luxuries. The Fox’s Chocolatey rebrand taps into this change, building on its position as the top-performing brand in the premium treats category. Fox’s is outperforming the market for the third year running, with 21% market share, 30% household penetration, and a 60% repeat rate.[ii]
Commenting on the luxurious new look, Bronwen Arthur, Senior Brand Manager for Fox’s Chocolatey said:
“Fox’s Chocolatey is built on what we know shoppers are looking for – premium indulgence, generous chocolate, and trusted quality. This rebrand is more than a packaging update – it’s a signal of our ambition to lead the premium biscuits category and deliver even more value to our customers and retailers.”
Backed by the largest marketing investment in the brand’s history with a £3.2M marketing spend across advertising and in-store, the rebrand will be supported through an integrated campaign launching in September across TV, Out of Home, Print Ads and In-Store Activation.
New packs began appearing on shelves from July 2025, with the full transformation being rolled out towards the end of 2025.
i NIQ, Total Coverage GB 52 WE 12.07.25 and Kantar, Total Market UK, 52 WE 13.07.25
ii Sweet Biscuits Combined Read NIQ Total Coverage 52we 25 01 25 + Kantar Variety Retail 52we 26 01 24 unless otherwise stated
Comments are closed.