Fox’s Biscuits has extended its Party Rings range with a football-themed line.

Available from the end of this month, ahead of the 2014 FIFA World Cup this summer, the Party Footballs range is based on the brand’s original recipe and comprises round biscuits with engraved football-themed designs on the back (rsp: £1.15/130g).

Pitching the products as the “perfect treat” for footie fans, Fox’s owner 2 Sisters will be hoping the products can kick-start sales of the Party Rings brand, which are static year on year at £10.8m [Nielsen 52 w/e 18 October 2013].

The launch will be supported with digital and in-store activity in the run-up to the World Cup.

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