Fox’s Biscuits is being relaunched with a new look and new products including extending the Rocky brand into the confectionery aisle.
The revamped range carries the tagline ‘More Yum Per Crumb’ with packs featuring a larger logo, better photography and more product information, while brand mascot Vinnie the Panda will be placed on the backs of products to encourage consumer engagement by email or social media.
Fox’s hopes to reverse a slump, which has seen sales slide 2.7% to £117m with sales of Crunch Creams down 18.6% and Rocky down 27.9%, according to Nielsen figures for the year ending 17 May 2014.
“Fox’s is on a journey,” said marketing director Letty Edwards. “We are reviewing every facet of marketing and communications.”
The company is making a ‘significant’ investment in marketing with a new campaign, including TV advertising, launching later this year.
New products include the Rocky Big Eat - a large biscuit bar that will be sold in four-packs in the biscuit aisle, as well as a single bar that will be stocked in the confectionery aisle. The relaunch targets 16 to 35-year-old men who grew up with Rocky. Rocky is also being moved under the Fox’s master brand and marketed with Vinnie for the first time.
Fox’s is also extending its licensed Hovis range with Hovis Nibbles - bags of mini biscuits aimed at parents and children.