The heritage brand is launching a new Florentine recipe which is liked 22 per cent more than its main competitor in the category due to its "elevated level of indulgence". Consumers can expect extra whole almonds for an added crunch, an additional vibrant burst of fruit flavour and more chocolate for a richer, more indulgent treat.
All three Thomas Fudge’s Florentine SKUs will be updated – Milk Chocolate, Dark Chocolate and Salted Caramel.
To make Thomas Fudge’s even more recognisable, the iconic top hat logo will be featured more prominently, both in the design and worn by the curious animal characters on the packaging. The hat will now also be embossed in chocolate on the product itself – tipping our hats to Thomas Fudge’s bold and dandy personality. A symbol of the brand’s heritage, the top hat is an enduring emblem of quality and will now take centre stage in attracting shoppers who seek premium and indulgent treats.
Since 2023, the packaging has also been reshaped so that it stacks vertically and reduces the amount of shelf space it takes up for retailers.
On the relaunch, Robin Norton, Head of Category Insight, said: “Thomas Fudge’s is one of the oldest and most premium brands in the FBC portfolio, having been founded in 1916. 2025’s exciting relaunch will see an improved recipe, which has been meticulously developed to eschew some of the chew, leave almonds whole for increased crunch and create the optimal Florentine experience. We have also added extra fruit and chocolate for that luxurious encounter consumers look for in a Thomas Fudge’s treat.”
“We felt that the branding was ripe for revitalisation, which is why we’ve added extra flourishes of colour, with animal characters, all wearing top hats of course. This new Thomas Fudge’s livery adds colour and personality to the premium biscuit shelves. Keeping the updated shape of the packaging is also something we felt was really important to help retailers to save precious shelf space, which is a challenge we hear about a lot, particularly in smaller stores.”
RRP from £3.00, available soon to independents
