Content featuring matcha has amassed more than 10 billion views on TikTok. Source: Fox’s
Fox’s has expanded its Chocolatey range with a limited-edition matcha cream biscuit as it looks to capitalise on surging demand for the trending flavour.
Called Matcha Indulgent Creams, the chocolate-covered biscuit features a shortcake base with a smooth matcha cream filling. It will launch in Tesco and Booker this week, ahead of a wider rollout from 20 June (rsp: £3/122g).
The NPD marks the second limited-edition flavour in Fox’s Chocolatey’s viral-inspired series following the launch of its ‘Dubai Style’ Indulgent Creams last summer.
Fox’s said the launch brought 850,000 new shoppers to the brand, demonstrating the “value of viral-inspired flavours in driving incremental growth for retailers”.
The matcha trend was following a similar trajectory to last year’s Dubai craze, said the biscuit brand. Content featuring matcha has amassed more than 10 billion views on TikTok and 9.5 million posts on Instagram.
“Matcha has rapidly grown from a niche trend into a mainstream flavour, driven by its strong social media presence and growing appeal amongst younger shoppers,” said Jo Harwood, chief sales and trade marketing officer at Fox’s Burton’s Companies. ”Its eye-catching colour, versatility and cultural appeal are just some of the reasons why.
“With our track record of bringing viral flavour trends into the biscuit aisle, we’re confident Fox’s Chocolatey Matcha will drive incremental shoppers and category value, while giving retailers a compelling premium proposition. This will be one of our major launches for 2026 and we can’t wait to see the consumer response.”
Last month, Lindt also tapped into the trend with matcha-flavoured Lindor truffles, alongside the return of its limited-edition Matcha Strawberry bar.
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