Opening up the biscuits category to Dubai chocolate luxury

BISCUIT treats firm Fox’s Burton’s Companies (FBC) UK has jumped on the Dubai-style chocolate trend with the launch of its new Fox’s Chocolatey Dubai Style Pistachio Indulgent Creams.
Aiming to enhance the indulgent biscuit opportunity with consumers, the new Pistachio Indulgent Creams come at a price of £2.35 in Tesco stores, with plans to roll out the new product across all major retailers from September.
Each pack contains eight of the indulgent biscuits and features a chocolate-encased shortcake with creamy centre and crispy pistachio filling that has been made using real nuts.
The new launch is anticipated to be a popular one across stores, says Fox’s, with ‘Pistachio’ the fifth most Googled food/drink in 2024 and retailers reporting that ‘Dubai chocolate’ products continue to sell out across stores.
This follows on from FBC’s recent revamp of its Party Rings brand which the firm called its “largest-ever” investment into the brand.
Charlotte Hunt, marketing controller at FBC UK, said: “We discussed these product concepts just a couple of months ago, and as a cross-functional team, we’ve worked at pace to bring an exciting offering that delivers against the best examples of Dubai Chocolate, with the new SKU available from July.
“We’re proud to bring this to market with speed and tap into what customers are loving, and it shows by being the first big brand to bring these exciting products to customers.
“Off the back of this launch, we have big ambitions and confidence in how we bring to life new and emerging flavour profiles in the future. Backed by a significant six-figure support package, with some very exciting things coming – so watch this space.”