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Fox’s Burton’s Companies (FBC) UK has unveiled its own take on the ‘Dubai chocolate style’ food and beverage trend, under its Fox’s Chocolatey brand.

Fox’s Chocolatey Dubai Style Indulgent Creams feature a chocolate-encased shortcake with a creamy centre and crispy real pistachio filling.

Pistachio was the fifth most searched for food/drink in 2024 and has now become established as a global flavour trend, driven by the soaring social media popularity of the viral Dubai chocolate trend.

FBC said it is the first major biscuit manufacturer to bring a biscuit of this kind to retailers. Charlotte Hunt, marketing controller at FBC, said: “We discussed these product concepts just a couple of months ago, and as a cross-functional team, we’ve worked at pace to bring an exciting offering that delivers against the best examples of Dubai chocolate, with the new SKU launching in July”.

“Off the back of this launch, we have big ambitions and confidence in how we bring to life new and emerging flavour profiles in the future. Backed by a significant six-figure support package, with some very exciting things coming - so watch this space.”

The product launched exclusively at Tesco stores from 16 July, priced at £2.35, with all other major retailers to follow in September.