Fox’s Biscuits is taking Rocky to the confectionery aisle with its new Big Eat range.

Available from August in chocolate and caramel varieties, Rocky Big Eat comes in a four-pack and single bar. Fox’s is aiming the bars at 16- to 35-year-old men rather than the family demographic that the brand has traditionally targeted.

Marketing director Letty Edwards said: “The launch of Rocky Big Eat is an exciting opportunity for Fox’s to capitalise on an obvious gap in the snacking market and approach a whole new target audience with a new proposition in both biscuit and brand personality.”