The 2 Sisters Food Group’s brand, Fox’s Biscuits, is hoping to shake up the biscuit market as it launches a new product range, Fox’s Caffè. It will be the first biscuit range created specifically for coffee, representing the creation of an entirely new category of biscuits by the brand.
Based on consumer research, Fox’s identified an opportunity to unlock a further £51m category growth in biscuits by developing the hot drink link, in and out of the home.
With 14.2m in-home coffee consumers, and roast and ground coffee amongst the fastest growing categories for supermarkets in 2012 (up by 13.1%), there is an opportunity to encourage shoppers to trade up from their typical everyday biscuit, to one created especially to complement coffee.
Currently 6.3m prefer eating a biscuit with their coffee and a further 3.35m snack with a coffee, but say biscuits aren’t currently meeting their needs for this occasion, thus highlighting a clear opportunity to link biscuits to the coffee occasion.
Fox’s has identified that drinking a coffee is regarded as a moment to be savoured and that, together, coffee and biscuits are recognised as being more special and indulgent.
The new Fox’s Caffè range is inspired by the best selling coffee syrup flavours – hazelnut and caramel. Fox’s Caffè Thins and Caffè Snaps, are the first two products in the new range to be launched. The coffee bean shaped biscuit is designed to be snapped in half, making it the a size for dunking in a coffee.
Commenting on the launch of the new range, Marketing Director at Fox’s Biscuits, Letty Edwards said, “The launch of Fox’s Caffè is a very exciting time for us and one that we believe will lead to the creation of a whole new category in the biscuit aisle. At Fox’s, we are investing heavily in the new Caffè range. The launch will be followed with a further two, more indulgent and treat-like additions to the range in October.”