Valeo Foods UK Confectionery is revitalizing the beloved XXX Mints by integrating them back into the esteemed Fox’s Masterbrand, effectively combining two iconic names within British confectionery under a singular family umbrella.
Originally introduced in 1987, XXX Mints are now rejoining Fox’s storied legacy, which began in 1918 with founder Eric Fox. This decision comes on the heels of a successful rebranding effort for the core Fox’s Glacier range, which modernized the classic Glacier Mints and Glacier Fruits while giving a fresh look to the brand’s cherished polar bear mascot, Peppy.
The newly designed packaging for XXX Mints preserves the brand’s rich heritage of extra-strong mints while incorporating a modern aesthetic that prominently features Peppy on the front. This revamped visual identity aims to enhance shelf presence and attract contemporary shoppers in competitive environments such as wholesale, convenience, and grocery sectors. By creating a unified and recognizable family image across the entire product lineup, Valeo Foods aims to ensure ongoing growth while facilitating a smooth transition for retail partners.
Importantly, while the packaging has evolved, the core product has not changed. Retailers and customers can be confident that the original recipe, renowned extra-strong peppermint flavor, unique crumbly texture, and trusted quality remain the same. By bringing XXX Mints back into the Fox’s Masterbrand fold, Valeo Foods celebrates a full-circle moment that respects brand heritage and enhances its relevance on retail shelves.
