Fox's making major change to iconic and ‘much-loved' biscuit for first time in 42-year history

Scottish Sun

22-04-2025

They will see greater variety in flavour and look
TREAT TIME Fox's making major change to iconic and 'much-loved' biscuit for first time in 42-year history
AN ICONIC British biscuit will see a new iteration for a limited time from this week.
Fox has revealed a new biscuit to be released on April 24, being the first change it has made in their 42-year history.
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Fox's mini party rings will see a different shape
Credit: Alamy
For 12 weeks, there will be a new shape to the "much-loved" iced shortcake biscuit recipe that has long been associated with Party Rings.
They are called Under the Sea Minis, featuring "fun, fish shapes" instead of the classic ring, launched exclusively in Asda stores.
Selling for £1.50 per six-pack, the new product development has been designed to appeal to families and boost basket spending.
Party Rings owner, Fox's Burton Companies (FBC), told The Grocer "considerable investment into new kit" was required in the first of a pipeline of shaped biscuit innovations for the brand.
The introduction of new shapes of the Party Rings have been labelled an "exciting milestone" for the brand, said head of category insight at FBC Robin Norton.
He is confident they will be a hit, following initial testing which showed the products performed well with consumers, above industry standards by 24%.
FBC also unveiled a limited Strawberry edition spin-off last month, which sold at 90p per 125g.
This hoped to engage and excite existing customers, as well as bring in new consumers of the Party Rings products.
Strawberry has been considered the favoured flavour across age groups, and a must-stock for retailers wanting to boost family basket spend.
The Strawberry Party Rings therefore aimed to bring a new look and design to the brand that would help it stand-out on the shelf.
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The new flavour and shape changes also come after Fox released a new chocolate flavour of their Party Rings, called Choc Minis in 2023.
Norton said: "We have some exciting things to come for Party Rings this year" who wants "to make sure we're bringing more fun to the everyday for everyone".
The new shaped packs will roll out across all flavours and formats from next month.
This includes the classic, full-size Party Rings, through mini formats and the chocolate flavour.