Fox’s invests £20m in infrastructure to make products more ‘delicious’

Vinnie the Panda:
chief of biscuits
  (Photo:  )

Fox’s Biscuits is to make a £20m investment in infrastructure over the next 18 months to drive down costs.

Colin Smith, managing director of Fox’s told British Baker the company would invest in new machinery and technology, such as wider ovens, so it could reduce costs and improve its recipes.

He said: “The key is that it will make us a much more flexible and agile company so we can meet the needs and wants of our customers. We want to improve the quality of our products even more; it’s about ingredients and overall result.”

This comes as the brand has invested £10m in a relaunch campaign, which saw Vinnie the Panda become Fox’s chief of biscuits. It aims to focus on Fox’s “generosity” and “deliciousness”, which will be backed up with product development to improve the recipes of its five core biscuit products.

As part of the investment the biscuit company is looking into new pack sizes, in a bid to appeal to customers in the current retail climate.

Smith also said the company would look to make a “big dent” in the healthy biscuit market by expanding its range of Hovis products.

Smith said: “We will absolutely be producing more products. There is lots of opportunity with Hovis, especially as they have so much heritage behind them. They are a perfect brand to launch more healthy biscuit products under.”

Fox’s struck a deal with Hovis earlier this year to take on the production, distribution, sales and marketing of Hovis breakfast biscuits.

Smith joined Fox’s, part of 2 Sisters Food Group, 18 months ago. He launched the rebrand of Fox’s after he found it to be “sleepy”, and has applauded social media for driving excitement around the brand.

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