Fudges announces new lines and packaging

31 July, 2013

Bakery brand Fudges is set to relaunch its sweet and savoury biscuit range in its biggest change in 80 years.

The family-run bakery, now Thomas J Fudge’s Remarkable Bakery, will offer 15 new savoury products. This will include brand new concepts and enhanced recipes.

The savoury range will contain a selection of biscuits for cheese, crispbread-style snacks, crackers and flatbreads including Intense & Tangy Stilton Melts, Deep Black Charcoal Hearts, Crispy Layered Cheddar & Chive Pufferies, Crisp & Savoury Seed & Oat Flats and Earthy Beetroot & Horseradish Shards.

New packaging will be introduced in stores, including Waitrose, Tesco, Co-op and Booths this autumn. The sweet range will follow in spring 2014.  

The rebrand will be supported via a six-figure marketing campaign combining PR, sampling, social media, digital and trade advertising.

Last year, Fudges recorded a turnover of more than £8.5m, and is experiencing double-digit growth year-on-year.

Steve Fudge, Fudges’ managing director, said: “Having established ourselves as a firm family favourite among speciality retailers for a number of years, this felt like the right time for us to make a change and really drive our presence across the multiples. We’ve never been ones to do anything by halves here at Fudges, so when we decided to take this step we wanted to make sure we did it properly.

“We’ve made our most significant investment to date to completely revamp our brand and product portfolio, all with a view to creating a new strong identity on-shelf and, ultimately, increase stand-out in a crowded biscuit marketplace.”





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