UK

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 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 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.

This strategic move is designed to accelerate Finsbury’s expansion into the high-growth “better-for-you” snacking segment while significantly enhancing its direct-to-consumer (DTC) capabilities and digital reach.