Fox's Biscuits hopes to generate double-digit sales growth in convenience and foodservice outlets following the outsourcing of the division to food broker Jenks.
The deal with Jenks, which comes into effect next month, means that a 40-strong sales team will work on building the brand across convenience retailers, wholesalers, cash & carries and foodservice, instead of one dedicated member of staff at Fox's.
The Northern Foods-owned brand hopes the focus on these channels will help reverse the 3.2% decline for the overall £119m biscuit business [Nielsen, 52w/e 19 April]. Although the £25m convenience and foodservice division has grown 2.8% in the past year, Jenks is confident sales could increase by significantly more than 10%.
"We will make sure Fox's has its fair share of space and gives companies like Burton's Foods a run for their money," said Jenks MD Ross Beattie. "And while we are developing the brand in these channels, Fox's can better focus on what it's doing with the multiples."
Fox's was planning NPD targeted at the convenience and foodservice sectors, such as specific pack sizes and formats, he added.
The move comes as Fox's announced this week it was launching a premium whipped-cream biscuit line, supported by a £5m marketing campaign.
Fox's Whipped Creams, which will roll out next month, were designed to fill a gap in the adult market for an alternative to chocolate-loaded biscuits and cookies, said insight and innovation manager Francesca Davies.
"Our research shows consumers are looking for more indulgence than the average custard cream can offer," she added.