Matching the demand for matcha variants in treats
BISCUITS firm Fox’s Burton’s Companies (FBC) UK has tapped into the demand for matcha variants with its new Fox’s Chocolately Indulgent Creams Matcha flavour.
Marking the second limited edition flavour for the Indulgent Creams range, following the ‘Dubai Style’ Indulgent Creams, the new matcha variant aims to replicate the success of the previous iteration by tapping into the rising demand for matcha across the retail space.
Each pack contains eight chocolate-covered biscuits that come with a delicate shortcake base and smooth matcha cream filling that comes with an RRP of £3 per 122g pack.
FBC reckons the matcha flavour could soon be a key trend to look out for in the coming months. According to Tastewise data, the matcha trend has seen more than 10billion views on TikTok and featured in 9.5million Instagram posts, with matcha items on menus growing over 30% year-on-year in 2025.
The Fox’s Chocolatey Matcha Indulgent Creams packs are available in Tesco and Booker locations now for a limited time as the variant will be more widely available from 20 June, according to FBC.
Jo Harwood, chief sales and trade marketing officer at FBC UK, said: “Matcha has rapidly grown from a niche trend into a mainstream flavour, driven by its strong social media presence and growing appeal amongst younger shoppers. Its eye-catching colour, versatility and cultural appeal are just some of the reasons why.
“With our track record of bringing viral flavour trends into the biscuit aisle, we’re confident Fox’s Chocolatey Matcha will drive incremental shoppers and category value, while giving retailers a compelling premium proposition. This will be one of our major launches for 2026 and we can’t wait to see the consumer response.”
