Jaffa shortcakes join Chocolatey range

11 June, 2010

Fox’s is introducing two products to its recently revamped Chocolatey range: Jaffa Shortcakes – shortcake biscuits topped with a real orange layer and covered in milk chocolate – and Vanilla Shortcakes.

They aim to cater for chocolate lovers “wanting to indulge themselves with a sophisticated, quality treat”, according to Fox’s.

The grown-up indulgence category is currently the fastest-growing segment of the UK sweet biscuit market, it reports, with sales up 18.9% year on year.

Rachel Moffatt, brand sector director for Fox’s, said: “The relaunch of the Chocolatey portfolio brought cohesion to the range and gave it a more luxurious look and feel.

“The range is now growing 10 times ahead of the overall GUI segment, so the investment has really paid off.” The launch of Fox’s Jaffa Shortcake and Fox’s Vanilla Shortcake will be supported by in-store promotional activity and consumer press ads.

A single pack will retail for £1.69, with 12 packs to a shelf-ready case.

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