Premium biscuit maker Thomas Fudge’s has undergone its biggest overhaul since it changed hands two years ago.
The Dorset brand – previously known as Thomas J Fudge’s – is rolling out new-look packs across its portfolio of sweet and savoury biscuits, with a new logo, updated illustrations and “beautiful, bold and colourful graphics”. The redesign has also added the strapline ‘Go forth and indulge’.
In the latest expansion of its savoury lineup, Fudge’s has made its debut in flatbreads, launching three variants: Cheddar & Shallot, Chickpea & Sesame and Tomato & Red Chilli (rsp: £1.89/140g).
The revamp made the brand “more single minded, bolder and more confident” said its commercial director, Simon Tovey. “We have maintained our distinctiveness while improving on-shelf standout.”
It follows the April 2016 management buyout of Fudge’s, backed by private equity firm Livingbridge, after 100 years of family ownership.
The management team behind the acquisition sold their stakes and left the business in June 2017 amid a shakeup by Livingbridge, which hopes to turn Fudge’s into the UK’s number one premium sweet and savoury biscuit brand.
Earlier this year, the business reported it slipped to a £1.5m pre-tax loss in its first year under private equity ownership. However, sales reached £12.7m in the 15 months to 1 April 2017, marking a 16% increase on sales of £11m in the 12 months to 30 December 2015.