Fox’s Chocolatey, the Fox’s Burton’s Companies (FBC) brand, is launching a new matcha cream biscuit in a bid to to capitalise on the surging demand for the trending flavour.
As the second limited flavour in its viral-inspired series, the launch follows the success of Fox’s Chocolatey’s ‘Dubai Style’ Indulgent Creams last summer, which brought 850,000 new shoppers into the Fox’s Chocolatey brand, demonstrating the value of viral-inspired flavours in driving incremental growth for retailers.
The matcha trend is following a similar trajectory to last year’s Dubai craze, fuelled by social media. The ingredient has amassed more than 10bn TikTok views and 9.5m Instagram posts.
Tapping into this trend, the new Fox’s Chocolatey Matcha Indulgent Creams combines Fox’s Chocolatey’s generously chocolate-covered biscuit with a delicate shortcake base and smooth matcha cream filling.
Jo Harwood, chief sales and trade marketing officer at FBC, said: “Matcha has rapidly grown from a niche trend into a mainstream flavour, driven by its strong social media presence and growing appeal amongst younger shoppers. Its eye-catching colour, versatility and cultural appeal are just some of the reasons why.”
“We’re confident Fox’s Chocolatey Matcha will drive incremental shoppers and category value, while giving retailers a compelling premium proposition. This will be one of our major launches for 2026 and we can’t wait to see the consumer response.”
The biscuits launch this week in Booker and will be available in packs of eight, RRP £3. It will then be more widely available from 20 June.
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