Baking & Snacks

The leadership transition comes at a time when the European baking sector is navigating major shifts related to sustainability, food innovation, supply chain resilience, and changing consumer expectations.

The new product line marks a format innovation for the 128-year-old family-owned business, combining the company’s traditional all-butter shortbread recipe with chunky inclusions, packaged in bite-sized pieces and resealable sharing tubs.

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.