Mar 26, 2026
Fox's Burton's Biscuits lean into indulgence and innovation
Fox’s Burton’s Companies saw strong sales and profits growth during its last financial year, boosted by product innovation. The manufacturer behind some of Britain’s most-loved biscuits – Maryland Cookies, Fox’s Chocolatey, Jammie Dodgers and Wagon Wheels – has shown what happens when a brand puts new product development at the heart of its strategy.
Highlights include the debut of Maryland S’wich, the UK’s first chocolate chip cookie sandwich, and a major relaunch of Fox’s Chocolatey supported by a high-profile campaign featuring Strictly Come Dancing judge Craig Revel Horwood. Fox’s Chocolatey became the first brand globally to translate the viral Dubai-style flavour into a biscuit format.
The business also completed its first company-wide carbon footprint and received validation of its climate targets from the Science Based Targets initiative.
**This is great work on multiple levels. A brand lives in a hyper-competitive world defined by finite category space; multiple established brand alternatives and the regular launch of new start-ups; and retailers who can easily and quickly steal good ideas and launch me-too products. **
In this world, being, like Fox’s, the No.2 in the category is challenging – potentially squeezed between the leader, the new kids on the block and the constant activity of own-label. Standing still is not an option, but it is easy to adopt a defensive mindset and resort to over-promotion and a focus on trade investment at the expense of a clear brand vision and strong medium-term plan.
**Whilst we have no inside track, the current strong performance looks like it is part of a cunning long-term brand plan that has risen above the temptation for short-term defensiveness. It is not just the innovation we admire – it is impressive – it is also the focus on brand investment and targeted NPD focused on building its key assets rather than space-defending churn. We suspect, there is less promotional reliance and better conversations with customers. Outcome: Fox’s is carving out a clear role for its brands in the category. **
This is a great example of #whatbrandsdo – especially non-category leaders – to build sustainable success.
