The company says the new machine represents a significant step forward in improving efficiency, hygiene, and product consistency for large-scale bakeries producing bread, buns, rolls, and specialty dough products.
The new product combines Fox’s Chocolatey’s signature chocolate-coated biscuit with a shortcake base and smooth matcha cream filling, tapping into the increasing popularity of matcha across food and beverage categories.
The groundbreaking ceremony marks the start of a new production hall that will significantly increase output capacity at the Belgian site, which already serves as the company’s primary Biscoff manufacturing hub for Europe.
The new range aims to capitalize on rising consumer demand for premium burger experiences at home, particularly as shoppers continue to trade up everyday meal occasions and seek restaurant-inspired products.
The latest additions are expected to strengthen McVitie’s position in the competitive UK biscuits market while attracting younger consumers seeking more adventurous taste experiences.