Fox’s Burton’s Companies (FBC) has announced the launch of Fox’s Chocolatey – a rebrand for its Fox’s Fabulous Cookies, Fox’s Fabulous Viennese and Fox’s Fabulous Rounds.
The launch – backed by a £3.2 integrated marketing campaign, the largest of the brand’s history – will bring together the three products under the new Fox’s Chocolatey name. The brand aims to create consistency across the range and modernise the portfolio while building on the trusted heritage of the Fox’s name with a more luxurious and contemporary look.
New packaging reinforces the idea of indulgence, quality and premium taste through the use of rich, dark colour palettes, bold chocolate cues, and premium food photography.
The launch comes at a pivotal time for the category. The Premium Treats segment is now worth £393.7M, growing +2.7%i year-on-year, as shoppers increasingly trade up from everyday biscuits in search of affordable luxuries.
The Fox’s Chocolatey rebrand taps into this change, building on its position as the top-performing brand in the premium treats category. Fox’s is outperforming the market for the third year running, with 21% market share, 30% household penetration, and a 60% repeat rate, according to NIQ and Kantar.
Bronwen Arthur, senior brand manager for Fox’s Chocolatey, said: “Fox’s Chocolatey is built on what we know shoppers are looking for – premium indulgence, generous chocolate, and trusted quality. This rebrand is more than a packaging update – it’s a signal of our ambition to lead the premium biscuits category and deliver even more value to our customers and retailers.”
The rebrand will be supported through an integrated campaign launching in September across TV, Out of Home, print ads and in-store activation. New packs are available now, with a full rollout towards the end of 2025.
