Fox’s Biscuits has broken with 150 years of tradition by moving into savoury snacking for the first time. It believes the launch of its flavoured wholemeal crackers range will give a more interesting slant to the category.
Available in five wholemeal variants - original, sundried tomato & red pepper, double cheese & caramelised red onion, smoked hickory and real orange marmalade - the crackers are aimed at women over 30 and are wrapped for out-of-home consumption. A 250g box (rsp: 99p) contains five 50g portion packs of four biscuits.
The launch is being supported by a £200,000 advertising campaign, targeting the women’s consumer press.
The product will go head-to-head with brands such as Jacob’s, which launched a
campaign in August highlighting its variety of flavoured crackers.
Fox’s Crackers are designed to offer an alternative to breakfast or lunchtime sandwiches, rather than just eaten with cheese, said the company.
It said it had also worked hard to make the products suitable for health conscious consumers by using sunflower oil in the recipe and oven baking them. The crackers also have a high fibre content.
Ashley Bertram, marketing manager at Fox’s Biscuits, said: “There is real customer demand and we are confident the appetising range of flavours, with their countless usage occasions and health benefits, will give us significant standout.”
Stefan Chomka