Northern Foods is pushing its Fox's biscuit brand into healthier territory with the launch of a five-strong Naturally Fox's sub-brand.

The new brand hits the aisles at the end of January and meets growing consumer demand for natural foods, according to Northern Foods.

While the biscuits are not flagged up as healthy, they have been produced using store cupboard ingredients, such as butter, oats, flour and cane sugar, and contain no unrecognisable ingredients, which brand manager Francesca Davies said reflected a move by consumers to home-made and natural products. They will be positioned in the better-for-you fixture of the biscuit aisles, she added.

"Better-for-you biscuits are driving the market instead of overtly healthy diet products," she said. "Consumers are moving away from low-fat products to simple, wholesome choices. The brand delivers a home-made taste and has a natural, wholesome element."

The biscuits will be available in wholemeal Yorkshire shortbread, blossom honey & oat, dark chocolate & macadamia nut and raisin & pecan flavours with an rsp of £1.29 for a 150g pack. An additional dark chocolate & stem ginger biscuit is being launched exclusively into Tesco.Parchment-style packaging for the biscuits will emphasise their traditional credentials and packs will carry a basic recipe of how each product was made.

"We are making much of the baking story on packs and trying to move away from the glossy, bright coloured packaging that most companies use to give their products standout," said Davies. "Ours will stand out by being simple."

The launch will benefit from the company's £1.3m TV and press campaign - 'A little less ordinary, a little more Fox's' - that ran last month and highlighted the extra care and high-quality ingredients used for Fox's biscuits.

It will be supported by in-store activity and TV advertising for the Fox's portfolio, planned for the next six to 12 months.