Fox’s Biscuits has announced a £10m brand relaunch across its range.

Running under the ‘More Yum Per Crumb’ banner, the revamp includes a realignment of its brands, new packaging, improved recipes and a heavyweight media campaign which runs until early November in its first burst, with further bursts planned for the new year.

The campaign also includes Vinnie the panda being appointed chief biscuit officer.

Fox’s managing director Colin Smith said: “Our relaunch plan includes a fully integrated master brand marketing campaign together with a three-year product innovation. We have simplified our range and will focus on our five ‘hero’ brands, which are most popular with our consumers and have the biggest opportunity for growth.”