Fox’s Burton’s Companies (FBC UK) is adding two new products to its already popular Fox’s Crunch Creams range, worth £14.5m in retail sales value[1]. The extension will see a limited-edition Cherry Bakewell flavour, alongside a price marked pack (PMP) for its Salted Caramel variant, with both flavours available now.
Fox’s Crunch Creams sit in the largest biscuit sub-category of Everyday Treats which accounts for almost a quarter of all biscuit sales by value (24.7%)[2]. Many shoppers are also using biscuits as an opportunity to lift their mood and treat themselves, presenting a further £13.8m growth[3] opportunity in the biscuit category. With the addition of two new products, FBC UK will provide delicious new options for shoppers to discover down the biscuit aisle for those important treating moments.
The new Cherry Bakewell addition is reminiscent of shopper’s favourite desserts in biscuit format, with 71% of shoppers saying they would buy a Bakewell Tart biscuit4. The Cherry Bakewell flavour will combine a delicious crunchy golden biscuit with a Cherry Bakewell cream and can be enjoyed as a tasty treat.
The introduction of a price marked pack for Fox’s Crunch Cream Salted Caramel flavour, also comes at a time when value continues to be a key factor for shoppers. PMPs give shoppers confidence and reassurance that they are not being overcharged, making them a must-stock for retailers looking to offer delicious tasting biscuits, at a good value price.
Colin Taylor, Trade Marketing Director at FBC UK, explains: “We are modernising the Crunch Creams brand with different flavour profiles so that we can attract new shoppers to the category, as well as excite loyal fans with something above and beyond the traditional flavours of the brand. Limited-edition products always drive excitement in the category, helping retailers make the most of the growing opportunity and demand for an everyday little lift.”
“As well as flavour innovation, we know it’s important to offer new formats in the current landscape too. There was no better time to introduce our popular Salted Caramel Crunch Creams flavour in a PMP format and help retailers communicate value to shoppers. The new PMP format is set to drive biscuit sales within the wholesale and convenience channel, helping retailers unlock the category’s potential.”
Fox’s Crunch Creams Cherry Bakewell are now available in B&M and are rolling out to discounters, impulse and grocery multiples. Fox’s Crunch Creams Salted Caramel PMP are available now in Booker.
[1] NIQ Total Coverage & Kantar Hard Discounters and Variety Retailers Combined Read MAT 11.05.24
[2] NIQ Total Coverage & Kantar Hard Discounters and Variety Retailers Combined Read MAT 11.05.24
[3] Kantar Worldpanel, MAT 12.05.24
4 Toluna Survey April 2021
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