Fox's Biscuits - A better class of naughtiness

The UK biscuits category is roughly £1,200 million per annum category but is fragmented over an enormous number of SKU’s.

Fox's Biscuits – A better class of naughtiness

Packaging Branded – Food & DrinkBrandopus


£8.88 million of additional sales revenue.

Representing a 17% uplift following the redesign.

Of which, 6% is due to a price rise. In other words, 11% of this 17% revenue uplift is driven by a packaging change introduced at the same time as a price increase. Remarkable for a category that had hitherto been perceived by consumers to be worth gradually less and less.

Moreover, the redesign now at last provides a compelling consumer platform that has a proven capability to successfully...

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