Fox’s is hoping to cash in on pumpkin spice trend with its latest limited-edition biscuit.
Launching under Fox’s Chocolatey, Pumpkin Spice Indulgent Creams (rsp: £3/122g) feature a shortcake biscuit with a pumpkin spice-flavoured cream centre, coated in milk chocolate.
They will roll into Tesco, Asda, Ocado, B&M and Heron on 31 August, and will remain on shelves until December.
The flavour was inspired by the pumpkin spice trend that “drives buzz on social media every year”, said the supplier. Pumpkin spice fans often take to social media to celebrate their “first pumpkin spice latte of the season”, it added.
“Pumpkin spice is one of the most recognisable autumn flavours, yet it has never been available in branded sweet biscuits,” said Jo Harwood, chief sales and trade marketing officer at Fox’s Burton’s Companies.
“With our track record of bringing trending flavours into the biscuit aisle, we’re confident Pumpkin Spice Creams will drive incremental spend by bringing new shoppers into the brand.”
Pumpkin Spice is the third limited-edition biscuit to launch under Fox’s Chocolatey’s “trending flavours” range, following Dubai Style Pistachio last July and Matcha, which launched in May.
Together, the biscuits have generated more than £3.4m in value sales, said Fox’s, citing Circana data [52 w/e 25 July 2026]. Dubai Style alone brought 850,000 new shoppers to Fox’s Chocolatey, the brand added.
Pumpkin spice inflation
An analysis by freeze dried sweet supplier Crunchie Munchies found the price of a Starbucks Tall Pumpkin Spice Latte has risen by 44% in the last four years, from £3.65 in 2022 to £5.25 in 2026.
“Pumpkin spice has become much more than just a flavour, it’s become a bit of a sign that autumn is here,” said Dervis Bayram, confectionery expert at Crunchie Munchies.
“What’s interesting is how much the flavour has taken off outside of coffee. You now see pumpkin spice in everything from sweets and desserts to candles and cereals, so it’s become a whole seasonal trend rather than just a drink.”
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