Fox’s Burton’s Companies (FBC) is extending its Fox’s Crunch Creams range with the introduction of a new Chocolate & Vanilla variant, as it looks to drive further growth within the chocolate biscuit category.
Launching from March, the new product combines two thick chocolate biscuits with a smooth vanilla cream filling, delivering the familiar crunch and indulgent texture associated with the Crunch Creams brand.
The launch also marks the first time the chocolate biscuit format — previously limited to Fox’s Seasonal Assortment — has been made available as a standalone 200g roll pack, creating new opportunities for everyday consumption.
FBC said the move is designed to capitalise on growing demand for chocolate flavours, a segment now valued at more than £509m within the Anytime Treats category. Crunch Creams itself remains a strong performer, with a value of £14.2m, and the new addition is intended to build on this momentum by broadening the range with a popular flavour combination.
Jo Harwood, chief sales and trade marketing officer at FBC, said: “Fox’s Crunch Creams are a British classic, with huge brand awareness and buyability among shoppers. We’re excited to bring newness and diversity into the range with this new flavour.
“The product performed brilliantly in taste tests against other chocolate sandwich biscuits, achieving 96% overall liking among shoppers aged 18–40. With such strong results — and the proven popularity of the Double Chocolate assortment flavour — we’re confident this will be a big seller with both loyal Crunch Creams fans and new shoppers.”
The Chocolate & Vanilla variant will be available from 25 March, with an RSP of £1.50 for a 200g pack. Initial distribution will include B&M, Home Bargains and Tesco.
The launch comes as FBC continues to outperform the wider sweet biscuits market, reporting value growth of 12.5% and unit growth of 5.7% year on year.
