Fox’s Burton’s Companies (FBC) has unveiled a brand-new addition to its Party Rings range, with the iconic biscuit introduced in a new shape for the first time in its 42-year history.
Under The Sea Minis offer the much-loved iced shortcake taste of a Party Ring, in fun, fish shapes. Available in packs of six for just £1.50, the products are launching exclusively in Asda on 24th April 2025 for 12 weeks.
Homing in on the brand’s mission to "live life in colour", the new products provide a distinct format that is designed to attract the family shopper and boost basket spend.
The move follows strong performance of the manufacturer’s Mini Party Rings range which is now worth £13.5m and has a repeat purchase rate of 56 per cent.
With considerable investment into new kit, the launch also marks the first in a pipeline of shaped biscuit innovation for the brand.
“Under the Sea Minis is an exciting milestone for the Party Rings brand," said Robin Norton, Head of Category Insight at FBC. "It may be the first time we’re changing the format of the biscuits, but they come with the famous flavour and fun of traditional Party Rings. In initial testing, the products performed incredibly well with consumers, outperforming industry standards by 24 per cent, so we’re confident they will be a hit when they land on shelves later this month.”
Following up on a new flavour launch
The innovation comes as the manufacturer recently launched a brand-new look and feel for the iconic range, alongside a new limited-edition Strawberry flavour.
Party Rings will undergo a full packaging refresh across all flavours and SKUs by the end of May 2025. The "Colour Me In" design is set to modernise the brand and stand out on shelf with a new illustrated style. It will be supported by an above-the-line campaign that will include double-decker Party Rings-branded buses and out-of-home ads.
The new limited-edition flavour launched in March and is set to drive incremental spend with both new and existing customers.
Mini Party Rings
