Fox’s Burton’s Companies (FBC) has relaunched its 109-year-old Thomas Fudge’s Florentines brand with a “more indulgent” recipe and a “bold” redesign.
The recipe now features extra whole almonds, additional fruit and more chocolate “for a richer, more indulgent treat”.
All three variants – Milk Chocolate, Dark Chocolate and Salted Caramel – have transitioned to the new recipe, which is liked 22% more than its main competitor, according to FBC.
They have rolled into Sainsbury’s, Waitrose and Ocado (from £3).
In addition to the reformulation, Thomas Fudge’s top hat logo now features more prominently; it has been embossed in chocolate on the product itself and is worn by the animal characters featured on the packaging.
The new packs have retained their vertical format, introduced in 2023 to reduce the amount of shelf space they take up for retailers.
“Thomas Fudge’s is one of the oldest and most premium brands in the FBC portfolio, having been founded in 1916,” said FBC head of category insight Robin Norton.
“We felt that the branding was ripe for revitalisation, which is why we’ve added extra flourishes of colour, with animal characters, all wearing top hats of course.
“This new Thomas Fudge’s livery adds colour and personality to the premium biscuit shelves,” Norton added.
No comments yet