Valeo Snack Foods freshens up Fox’s Glaciers mints

By Anthony Myers

- Last updated on GMT

Fox's Glaciers' new rebrand Pic: Valeo Foods
Fox's Glaciers' new rebrand Pic: Valeo Foods

Related tags Valeo Foods

Valeo Snack Foods, which was acquired by Bain Capital last month, is launching a new range of SKUs under its Fox’s Glaciers brand, including a permanent range, Fox’s Glacier Moments, and a Limited Edition Summer Punch variety.

The new launches come as Valeo’s owners said it has invested a seven figure sum into a rebrand and through the line marketing campaign for Fox’s.

Russell Tanner, Marketing and Category Director at Valeo Confectionery, said: “Fox’s Glaciers has stood the test of time but we want to ensure the brand remains relevant for a younger and more modern audience.

Fox’s boasts 91% brand recognition, so bringing new SKUs to the range is a brilliant way to encourage consumer trial and broaden our appeal. Our new variants encourage consumers to explore new occasions to enjoy a Fox’s sweet, and bring a more sophisticated flavour offering to appeal to a new shopper audience as well as satisfying brand fans. These sweets are an indulgent escape which is certainly needed in the current climate and beyond​.”

Designed for grown-ups who want a premium treat to indulge in and to help them escape, Fox’s Glacier Moments (170g, MRRSP £1) are an occasion-based indulgence with complex flavours that help to elevate the sweet-eating experience.

Fox’s Glacier Moments Little Lifts include refreshing and botanical flavours and are inspired by herbal teas and fresh fruit smoothies, designed to give a gentle energy boost during the day.

Fox’s Glacier Moments After Darks is an evening occasion sweet for a long lasting, indulgent treat, which can be savoured after a special moment or dinner. After Darks will also be available in a 120g £1 PMP, to support retailers in communicating good value and EDLP to their customers.

Related topics Manufacturers Candy

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