Fox’s Biscuits plans brand extension

23 October, 2013

Fox’s Biscuits is looking at developing beyond sweet biscuits, according to the brand.

In a bid to diversify, the move will see Fox’s looking at the savoury and sweet snacking markets to entice consumers.

Letty Edwards, marketing director for Fox’s Biscuits, said: “Fox’s ambition to extend comes with a new commercial team, now based in Birmingham, who are focusing on growth with innovation, category management and communication in mind.”

Though nothing has been confirmed, Edwards hinted that the 2 Sisters-owned brand continues to explore the different sectors, as well as the blurring of the sweet snacking boundaries, including sweet bakery, confectionery and desserts.

Previously, Fox’s released Magnificos, a savoury snack, which was pulled this summer after 15 months on the market.

In July this year, the group announced a licensing agreement with Premier Foods for the production, distribution, sales and marketing of its Hovis Breakfast Bakes range of breakfast biscuits.

“At the heart of growth is consumer research, which has shown that Fox’s can move beyond sweet biscuits,” she added. “We also know this through extensions such as Christmas puddings, which have been in the arena for the past three years and, more recently, Hovis Breakfast Bakes, which has a significant growth opportunity moving forward.”





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