Fox’s is launching seven new products to compliment the Fox’s Christmas Pudding in a bid to build upon its first year of successful sales in the dessert fixture.
The NPD has been designed to excite consumers and extend the occasion for Christmas desserts.
Launched for Christmas 2011, The Fox’s Christmas Pudding was created to appeal to a wider family market, boasting a lighter eat than the traditional Christmas Pudding.
With less alcohol and a more balanced fruit and nut content, Fox’s aimed to reinvigorate the £35m category with this new take on the festive cake.
Soaring sales secured Fox’s Christmas Puddings a 27% branded market share in its first year on shelf, whilst the branded Christmas pudding category grew by 7.7%.
Fox’s Christmas Puddings are manufactured by Matthew Walker – Christmas pudding maker.
Wayne Greensmith, marketing manager at Matthew Walker said:
“We’re delighted that the Fox’s Christmas Pudding is helping to reinvigorate the Christmas pudding category.
“Our 27 per cent market share can be attributed not only to the unique, family-friendly recipe, but also the strong heritage of the Fox’s brand, which we know consumers like and trust.
“We’re proud that Fox’s has driven growth in this sector by bringing lapsed consumers back into the category with a product with a much broader appeal.”
As well as developing new recipes and flavours to expand the category, Fox’s has also invested in innovation of its core SKU.
2012 sees the launch of a new larger sharing sized traditional Christmas pudding, available in Tesco and a category first, Mini Christmas Puddings, which we be sold in Morrison’s.
The full range includes:
· NEW Fox’s Sticky Toffee Pudding – 100g, £1.00 RRP (Iceland)
· NEW Fox’s Chocolate Bombe – 227g, £1.99 RRP (Sainsbury’s)
· Fox’s Cranberry and Orange Sponge – £1.99 RRP (Sainsbury’s)
· NEW Fox’s Toffee and Chocolate Melt – 300g, £2.50 RRP (Iceland)
· NEW Fox’s Syrup Sponge – 115g, £1.00 RRP (Iceland)
· NEW Fox’s Mini Christmas Puddings – 9 x 20g, £2.99 RRP (Morrison’s)
· NEW Fox’s Christmas Pudding – 750g, £7.00 RRP (Tesco)
· Fox’s Christmas Pudding – 454g, £4.99 RRP (Morrison’s, Sainsbury’s, Iceland and independents) and 100g, 90p RRP (Iceland and Asda)
Wayne Greensmith added: “Our NPD has been designed to extend the occasion for hot festive desserts.
“The category has become much more promotionally driven in recent years and we hope to be able to cross promote our products to drive sales outside of the traditional sales peak of the last week before Christmas.
“The range of flavours has been designed to appeal to a wide audience, incorporating favourite festive tastes such as cranberry, orange and of course, chocolate, something which Fox’s is famous for.
“We’re also delighted that the new multi-product range has enabled the brand have a presence in all the major retailers, as well as independents this Christmas.”
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