Thomas J Fudge’s Remarkable Bakery has unveiled an expansion to its savoury line-up as its new owner kick-starts plans for rapid growth.
Private equity firm Livingbridge hopes to turn the Dorset business into the UK’s number one premium sweet and savoury biscuit brand, and the new product launches mark the first NPDs since the takeover in April after 100 years of family ownership.
Available in Waitrose from 14 August, Mini Wafers and Crackers & Crispbreads aim to tap growing demand for snacking and sharing formats and spicy flavours, and will feature revamped packaging.
Mini Wafers (rsp: £2.25/75g) will roll out in three flavours – Punchy Jalapeno, Thai Chilli and Melty Cheddar – while Crackers & Crispbreads (rsp £2.45/140g) packs are set to debut in three double packs: Almond & Cranberry and Hazelnut & Apple crackers; Sunflower & Caraway and Pumpkin & Sesame crackers; and Spelt Sourdough and Rye Sourdough crispbreads.
The new lines are being supported by PR, digital and experiential activity – and by revamped packaging that acknowledges Fudge’s heritage, as well as ‘its commitment to innovation, quality and taste’.
The SKUs offer consumers “indulgent and innovative flavours and formats currently driving growth in the swelling savoury biscuit market,” claimed joint managing director Paul Vita.
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