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Fox’s biscuits launches Chocolatey as a ‘Masterbrand’ with a £3m marketing push

Fox’s biscuits rebrands its Fabulous range as Chocolatey

Pack shots of Fox's Party Rings Strawberry limited edition.

Party Rings launches Strawberry limited edition packs

Pack shots of Fox's Crunch Creams Salted Caramel and Fox's Crunch Creams Cherry Bakewell.

Fox’s brings more Crunch in new biscuits

Fox's

Special tin for Christmas

Fox's range

Celebrating 100 years of Fox’s

A new Fox’s masterbrand, consistent packaging design, and increased attention to convenience outlets, are already illustrating the changes on the biscuit brand. But MD Colin Smith says equally important is investment in plant, machinery and training intended to help build a culture of flexibility and innovation at the company.

Steps to change its category?