Fox’s has snagged a permanent Tesco listing for its cookies assortment, which was previously available only at Christmas.
Chocolatey Cookies Assortment (rsp: £4.50/365g) will roll into the supermarket on 19 January, joining Fox’s Viennese Assortment and Classic Assortment, which are also available year-round.
The year-round listing comes after value sales of the selection box soared by 29.7% year on year in the 2025 festive period [Circana 17 w/e 27 December 2025 vs 17 w/e 27 December 2024].
According to Fox’s, Chocolatey Cookies Assortment was “ideally positioned” to tap the growing food gifting market, as it offered “indulgence and quality at an accessible price point”.
“We’re seeing a clear shift in how consumers approach gifting, with more people looking for premium food-based options that feel appropriate beyond traditional occasions,” said Fox’s Burton’s Companies trade marketing director David Hebson.
“After a standout Christmas for Fox’s Cookies Assortments, making the product available all year round allows us to meet that demand while supporting retailers in unlocking new gifting moments and driving incremental spend.”
Value sales of Fox’s Burton’s Companies biscuits grew 5.8% to £345.2m on volumes up 2% in the year to 6 September 2025, according to NIQ data.
“Treat and reward has been the fastest-growing need since the start of 2025, so we don’t expect this to go anywhere next year,” Hebson told The Grocer last year.
However, this coincided with “a clear shift towards products that deliver balance, allowing shoppers to enjoy their favourite treats without the guilt,” he added.
Therefore, he predicted “the greatest growth” in ambient snacking would “come from the better-for-you sector as consumers continue to prioritise health” in 2026.
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