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Fox’s Burton’s Companies (FBC) is expanding its Fox’s Crunch Creams portfolio with the launch of a new Chocolate and Vanilla flavour, aimed at driving incremental sales in the fast-growing chocolate biscuit segment.

Rolling out from 25 March, the new product combines two thick, crunchy chocolate biscuits with a smooth vanilla cream filling, delivering the signature taste and texture associated with the Crunch Creams range.

The NPD comes as demand for chocolate-flavoured biscuits continues to rise, with the segment now valued at over £509m within the Anytime Treats category. FBC is positioning the new variant as a complementary addition to the existing range, which is currently worth £14.2m.

Jo Harwood, chief sales and trade marketing officer at FBC, said “Fox’s Crunch Creams are a British classic, with huge brand awareness and buyability among shoppers. We’re excited to bring newness and diversity into the range with this new flavour."

Harwood added that the product had performed strongly in consumer testing, achieving a 96% overall liking score among shoppers aged 18–40, particularly for taste, texture and filling.

“With this incredible score, and the huge popularity of the Double Chocolate assortment flavour, we’re confident the product will be a big seller with both existing Crunch Creams fans and new ones,” she said.

The new Chocolate and Vanilla Crunch Creams will be available at an RSP of £1.50 per 200g pack, with confirmed listings in B&M, Home Bargains and Tesco.

The launch comes amid strong momentum for FBC in the sweet biscuits category, where the company reports value growth of 12.5% and unit growth of 5.7% year-on-year.