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Fox’s Chocolatey is introducing a new Matcha Indulgent Creams biscuit as the brand looks to capitalise on growing consumer demand for matcha-flavoured products driven by social media trends.

The limited-edition launch marks the second release in Fox’s Chocolatey’s viral-inspired innovation series, following last year’s “Dubai Style” Indulgent Creams.

According to the company, the earlier launch attracted 850,000 new shoppers to the brand, highlighting the role trend-led flavours can play in driving incremental category growth.

The new product combines Fox’s Chocolatey’s signature chocolate-coated biscuit with a shortcake base and smooth matcha cream filling, tapping into the increasing popularity of matcha across food and beverage categories.

Jo Harwood, chief sales and trade marketing officer at FBC (Fox Burton Companies), 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.”

The company noted that matcha-related content has generated more than 10 billion views on TikTok and 9.5 million Instagram posts, while matcha menu items have grown by more than 30% year-on-year in 2025.

“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,” Harwood added.

The product launches this week in Tesco and Booker Group stores, with wider distribution planned from 20 June. The biscuits will be sold in packs of eight with a recommended retail price of £3 for a 122g pack.

The launch reflects a broader trend within the confectionery and snacking sectors, where manufacturers are increasingly leveraging social media-driven flavour trends to attract younger shoppers and create premium, limited-edition offerings.

Matcha has become one of the fastest-growing flavour profiles across beverages, desserts and snacks as brands seek to capitalise on consumer interest in globally inspired and visually distinctive products.