Fox’s Burton’s Companies (FBC) has relaunched its Thomas Fudge’s brand with a new design and more indulgent recipe.
The brand’s Florentines have had whole almonds incorporated into their recipe for crunch as well as more chocolate added to create a ‘richer, more indulgent’ treat. All three of Thomas Fudge’s Florentine skus will be updated – Milk Chocolate, Dark Chocolate, and Salted Caramel – and will hit retailers’ shelves from the end of February.
It has also unveiled a new brand identity with the iconic top hat logo featured more prominently, both in the design and worn by the animal characters on the packaging, as well as embossed in chocolate on the product itself. A symbol of the 109-year-old brand’s heritage, the top hat is an enduring emblem of quality and will now take centre stage in attracting shoppers who seek premium and indulgent treats, the business said.
FBC claimed the new recipe is liked 22% more than its main competitor in the category due to its ‘elevated level of indulgence’.
“2025’s exciting relaunch will see an improved recipe, which has been meticulously developed to eschew some of the chew, leave almonds whole for increased crunch and create the optimal Florentine experience,” said Robin Norton, head of category insight. “We have also added extra fruit and chocolate for that luxurious encounter consumers look for in a Thomas Fudge’s treat.”
Norton added that the “branding was ripe for revitalisation”, which is why the business has added “extra flourishes of colour, with animal characters, all wearing top hats of course”.
Since 2023, the packaging has also been reshaped so that it stacks vertically and reduces the amount of shelf space it takes up for retailers. This has proven to be a successful shift for Thomas Fudge’s and has since helped the brand unlock an incremental SKU in Sainsbury’s, it said.
“This new Thomas Fudge’s livery adds colour and personality to the premium biscuit shelves. Keeping the updated shape of the packaging is also something we felt was really important to help retailers to save precious shelf space, which is a challenge we hear about a lot, particularly in smaller stores,” Norton explained.
FBC was formed in 2022 when Fox’s and Burton’s merged to become the second largest branded biscuit baker in Britain with the likes of Jammie Dodgers and Maryland Cookies in its portfolio.
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