• Products: Fox’s Crunch Creams Cherry Bakewell, Fox’s Crunch Creams Salted Caramel £1.29 RRP
• Supplier: Fox’s Burton’s Companies
• RRP: £1-£1.29 (Cherry Bakewell)
• Available: now

Fox’s Burton’s Companies (FBC UK) is adding a limited-edition Cherry Bakewell variety and a £1.29 price-marked Salted Caramel format to its Fox’s Crunch Creams range.

The new flavour comes as a response to shopper demand, with 71% saying they would buy a Bakewell Tart biscuit. It is rolling to to impulse following an initial launch in B&M.

Colin Taylor, trade marketing Director at FBC UK, said: “We are modernising the Crunch Creams brand with different flavour profiles so we can attract new shoppers to the category, as well as excite loyal fans with something above and beyond the traditional flavours of the brand. Limited-edition products always drive excitement in the category, helping retailers make the most of the growing opportunity and demand for an everyday little lift.”

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Meanwhile, the introduction of a price-marked pack (PMP) for a popular flavour comes at a time when value is a key factor for shoppers, who want reassurance they are not being overcharged. It is available via Booker.

“As well as flavour innovation, we know it’s important to offer new formats in the current landscape too,” Taylor added. “There was no better time to introduce our popular Salted Caramel Crunch Creams flavour in a PMP format and help retailers communicate value to shoppers. The new PMP format is set to drive biscuit sales within the wholesale and convenience channel, helping retailers unlock the category’s potential.”

The Fox’s Crunch Creams range is currently worth £14.5m in retail sales value and is in the everyday treats subcategory, which accounts for 24.7% of all biscuit sales by value.

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