Fox’s Biscuits is being relaunched with a new look and a raft of NPD that includes extending the Rocky brand into the confectionery aisle.

The 2 Sisters-owned business is looking to revive sales with the relaunch, which kicks off with new brand message ‘More Yum Per Crumb’ and a packaging revamp across the range in coming months. Packs will feature a new, larger logo, improved photography and more product information, while brand mascot Vinnie the Panda will feature on backs of products and encourage consumer engagement by email or social media.

Foxes will be hoping to reverse a slump in sales, which are down 2.7% overall to £117m, with Crunch Creams down 18.6% and Rocky down 27.9% [Nielsen 52w/e 17 May 2014].

“Fox’s is on a journey,” said marketing director Letty Edwards, who joined the business last year. “We are reviewing every facet of marketing and communications.”

Fox’s was making a “significant increase” in marketing spend, added Edwards, and would be launching a campaign, including TV advertising, for the masterbrand later this year.

In the coming months, Fox’s is unveiling NPD including Rocky Big Eat - a large biscuit bar that will be sold in four-packs in the biscuit aisle alongside standard Rocky multipacks, and as a single bar with impulse confectionery. The launch targets 16 to 35-year-old men who grew up with Rocky. Rocky is also being moved under the Fox’s masterbrand, and marketed with Vinnie for the first time.

Fox’s is also extending its licensed Hovis range with Hovis Nibbles, bags of mini biscuits aimed at parents and children. Fox’s makes Hovis breakfast biscuits and Nibbles were suitable for eating for breakfast or as an afternoon snack, said Edwards, adding that a pipeline of NPD was planned for Hovis.