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,” it says.
The rebrand will bring together Fox’s Fabulous Cookies, Fabulous Viennese, and 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, it adds.
The range’s new packaging reinforces indulgence, quality and premium taste through the use of rich, dark colour palettes, bold chocolate cues and premium photography.
The Fox’s Chocolatey rebrand taps into the demand for luxury, and builds on its position as the top-performing brand in the premium treats category.
Commenting on the luxurious new look, Bronwen Arthur, senior brand manager, 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, OOH, print ads and in-store activation.
The full transformation is being rolled out towards the end of 2025.
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