Fox's is shouting about the effort and high-quality ingredients that go into its biscuits in a £1.3m advertising campaign aimed at refreshing the brand.

Based on the strapline, 'a little less ordinary, a little more Fox's', a month of nationwide TV activity kicks off next week, backed by trade press advertising.

"We've done a lot of work on the Fox's range over recent months," said marketing and R&D director Mike Driver.

"A new indulgent cookie range has been launched; new twists, such as a half-coated chocolate Crinkle Crunch, have been added to classic favourites; packaging has been updated and a revised logo incorporating 'Since 1853' is being introduced across the portfolio."

The activity is part of a wider programme of NPD and marketing activity in five product areas earmarked by Fox's owner Northern Foods as core future focuses - pizzas, ready meals, sandwiches and Christmas puddings, as well as biscuits.