Fox’s Biscuits is running a £10m relaunch campaign, fronted by Vinnie the Panda.
The plan includes a promise to bring new product development to its biscuits over the next three years by guaranteeing what it calls ‘More Yum Per Crumb’.
The relaunch will see a new TV, print and digital campaign, as well as a packaging redesign.
Colin Smith, chief executive of Fox’s, said: “Our relaunch plan includes a fully integrated master brand marketing campaign, together with a three-year product innovation pipeline. We intend to bring excitement, genuine step-change innovation and sustainable growth to the biscuit category.
“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. These are Crunch, Chunkie Cookies, Rocky, Viennese and Party Rings and these are the ranges we will be focusing on first.
“While it may appear on the surface to be just a functional snack, biscuits are, in fact, a great British institution. Our aim is to ensure that when consumers choose Fox’s, they are guaranteed a truly generous and delicious tasting experience and we are confident that this will in turn translate into strong sales for our retail partners.”
The brand will focus on sweet biscuits, but will also extend its presence in the savoury sector by refreshing its wholemeal crackers.