Thomas J Fudges launches new savoury products

Thomas J Fudge’s Remarkable Bakery is launching a raft of new savoury products in Waitrose.

The Dorset-based bakery company – which has recently rebranded from Fudges Bakery – believes the new products will enhance its premium positioning, and attract new consumers to the sector.

The Scrumptious Spelt & Seeded, Perfect Poppy & Sesame Biscuits and the Flaky Cheddar Straws will be distributed initially via selected Waitrose supermarkets nationwide from mid-March 2015, with an RRP of £2.25.

Together with the new additions, Thomas J Fudge’s existing savoury variants have undergone a series of recipe upgrades to develop a “best-in-class range” which also benefits from clean, eye-catching packaging and varying pack formats to “make the often confusing savoury biscuit aisle easier to shop.”

2015 will see the Dorset-based bakery make its most significant investment to date in an integrated, sampling-led marketing campaign comprising PR, social media, digital and trade advertising.

Steve Fudge, Thomas J Fudge’s managing director, said: “We’re committed to driving value into the category and believe that establishing a savoury range that fits across the snacking ‘nibbles’ and biscuits for cheese sub-sectors is the way to do this.

“That’s exactly why there’s a versatile mix on offer in this latest NPD line-up that will firmly cement Thomas J Fudge’s as the go-to brand when it comes to all manner of premium savoury biscuit options.

“Our expectation is that all of this – alongside our biggest-ever consumer marketing campaign – will work together to drive incremental category sales and reinvigorate and revitalise the sector.”

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