Double Dough

Double Dough: two exact halves of dough baked together

Fox’s Biscuits is hoping to reverse a 6.1% value slump with Double Dough – which the 2 Sisters brand claims is “a world-first innovation”.

The new sweet cookie is made from two dough mixes that are ‘fused’ together as two exact halves of a “perfectly paired” combination of flavours, colours and textures.

Typically, biscuits made with doughs are simply ‘swirled’ together to create a ‘spiral’ appearance. Double Dough, however, requires “a fairly challenging process” carried out on proprietary machinery at Fox’s facility in Batley, West Yorkshire.

Two variants, Strawberries & Cream and Salted Caramel & Fudge Brownie (rsp: £2/184g), will roll exclusively into Sainsbury’s from 4 February.

They would tap “shoppers’ continued appetite for innovation and interesting flavour profiles” said Fox’s. “People don’t like to choose between options. They’d rather have it all.” As an indulgent option, Double Dough provides around 500kcal per 100g.

It is the result of around eight months’ development – including “extensive research to ensure the product eats just right and that flavour profiles meet consumer tastes” said Fox’s.

The new sweet biscuit would “completely shake up the category” claimed senior brand manager Michelle Roberts. “Showcasing precision baking never seen before, the new range will offer consumers something genuinely new.”

Double Dough’s launch comes after Fox’s core portfolio last year suffered a £4.9m slip in sales to £76.2m [Nielsen 52 w/e 8 September 2018] as shoppers turned towards healthier snacking options.

Last year also saw a proposed £400m merger of Fox’s with Burton’s Biscuit Company collapse in January after funding for the complex deal apparently fell through.