Northern Foods is to launch a range of “premium and indulgent” biscuits in the UK under its Fox’s brand next month.
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The UK food group is preparing the launch of Fox’s Whipped Creams, which will initially be a range of two products – Sinfully Strawberry Conserve and Lustfully Lemon Curd.
Fran Davies, insight and innovation manager for Fox’s, said Whipped Creams would offer consumers an alternative to the chocolate or continental lines of upmarket biscuits.
Davies said: “We are moving into the more indulgent end of the market, as opposed to the standard biscuit-barrel biscuits.”
Northern had secured listings with three of the four major multiples, Davies added, and hopes to strike an agreement with the fourth chain by the end of July.
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By GlobalData
