In celebration of the brand’s 100th anniversary Big Bear Confectionery has launched anniversary packaging across its entire range of Fox’s Glacier Mints, Fruits and Darks.

This year’s milestone birthday will see Big Bear Confectionery execute a schedule of activity, including releasing commemorative collectable packaging harking back to the past century.

The brand also has NPD plans, with new limited edition Fox’s variants set to be released in the second half of 2018.

Earlier this month the brand unveiled its sponsorship of the Leicester Tigers rugby team, local to their primary site in Leicester. This strengthens the relationship with Tigers, which began with a link up to Big Bear’s XXX Mints brand in 2015.

Andrew Ovens, marketing manager, said: “The Fox’s brand is one which UK consumers really hold dear, as it’s been a firm favourite for more than three generations. We’re excited to be celebrating this amazing milestone and we have lots of products in the pipeline which we know Fox’s fans are going to love!”