Crunch Creams FINAL

Fox’s Burton’s Companies (FBC UK) has extended its Fox’s Crunch Creams range with a PMP salted caramel variant, alongside a limited-edition cherry bakewell flavour.

With the addition of two new products, FBC UK aims to provide delicious new options for shoppers to discover down the biscuit aisle for those important treating moments.

It comes after Kantar revealed that many shoppers are using biscuits as an opportunity to lift their mood and treat themselves, presenting a further £13.8m growth opportunity in the biscuit category.

The introduction of a £1.29 PMP for the salted caramel flavour, “comes at a time when value continues to be a key factor for shoppers,” explained FBC UK.

The food and beverage manufacturer added: “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”.

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 biscuit, according to a Toluna Survey.

Colin Taylor trade marketing director at FBC UK said: “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.”

The salted caramel variant is available now in Booker, while the limited-edition cherry bakewell flavour is rolling out into grocery multiples.