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Fox’s Burton’s Companies (FBC UK) is expanding its biscuit offering with a limited-edition Fox’s Crunch Creams flavour variety.

The new addition, Cherry Bakewell, combines the brand’s classic crunchy biscuit with a Cherry Bakewell-inspired cream filling. FBC UK crafted the new flavour to provide more options for consumers, which it expects to drive category growth, with research showing that 71% of shoppers would buy a Bakewell tart-flavoured biscuit.

Colin Taylor, trade marketing director at FBC UK, said: “We are modernising the Crunch Creams brand with different flavour profiles so that we can attract new shoppers to the category, as well as excite loyal fans with something above and beyond the traditional flavours of the brand. Limited-edition products always drive excitement in the category, helping retailers make the most of the growing opportunity and demand for an everyday little lift.”

The latest launch joins FBC UK's new white chocolate chip Maryland cookies, which it launched into British supermarkets last month.

Fox’s Crunch Creams Cherry Bakewell are available to purchase now from UK retailers.

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