Fox’s Biscuits at the fore of Big Cookies craze

Big cookies provide a £1.4m-plus sales opportunity for Impulse retailers, which Fox’s Burton’s Companies (FBC UK) can help to fill and FBC UK is setting its sights on additional growth as retailers tap into rising consumer interest in “Big Cookies”.

The Big Cookie segment is worth £50.8m at Total Coverage and Big Cookie sales have gone from strength to strength in the Impulse Channel, with £7.9m of value created over the last year, increasing by +21 per cent YoY. The growth of Big Cookies highlights the opportunities available for Impulse retailers in this part of the market. Stocking market leading brands like Fox’s Fabulous Cookies, Maryland Big & Chunky and Galaxy Cookies is the first step in landing opportunities, which, combined, have a market value of over £28.9m.

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As the No.1 manufacturer within the £127.6m Cookie segment, FBC UK brands have a 47 per cent value share and have generated significant growth for this part of the market, delivering YoY growth of +£9.8m (+19.4 per cent) across Total Coverage, whilst driving +£1.6m (+16.0 per cent) growth across the Impulse channel.

To maximise biscuit sales within this segment, retailers should consider stocking bestsellers such as the No.1 Big Cookie Brand, Fox’s Fabulous Cookies which are generating value sales of nearly £22m in Total Coverage and £2.6m in the Impulse channel. Fox’s Fabulous Cookies is one of the fastest growing brands in the cookie segment achieving YoY growth of £6.6m (+42.6 per cent) posing an opportunity for retailers to drive sales.

“In order for retailers to drive momentum within Big Cookies, it’s essential they don’t underestimate the importance of impulse purchases, informal sharing and gifting occasions,” said Colin Taylor, Trade Marketing Director at Fox’s Burton’s Companies. “As consumers look forward to events such as Easter, many are looking for more premium lines to treat themselves and loved ones. Retailers should therefore be prepared with all year-round gifting options and sharing formats such as Fox’s Fabulous Half Coated Cookies around these key seasons.”

FBC UK expects to see the strong momentum of Fox’s Fabulous Cookies to continue further into 2023, following a successful TV campaign on Fox’s Fabulous Cookies at the end of last year. The advert showcased the delicious chocolate chunks and chocolate coating on the Fabulous Half-Coated Cookies.