Posted: 06/01/2014

New-look Fudges biscuits are now available to indies

Following its launch in supermarkets, Dorset-based biscuit-maker Fudges is set to distribute its rebranded and revamped range to the speciality food trade.

The savoury half of the Thomas J Fudge’s Remarkable Bakery line-up went on sale in multiples during October but, as it prepares to unveil its sweet varieties, the firm is  gearing up to supply the range to its independent customer base.

The sweet biscuit lines will be rolled out to both multiples and speciality food retailers in Spring to replace lines with the previous branding.

The Thomas J Fudge’s savoury range features a selection of biscuits for cheese, crispbread-style snacks, crackers and flatbreads.

Varieties include Intense & Tangy Stilton Melts, Deep Black Charcoal Hearts, Crispy Layered Cheddar & Chive Pufferies, Crisp & Savoury Seed & Oat Flats and Earthy Beetroot & Horseradish Shards. RRPs range from £2.25 to £4.50.

Current stockists of this range include selected outlets of Waitrose, Tesco, Co-op and Booths.

The new brand, which takes it name from one of its founders, is being supported by a six-figure marketing campaign combining PR, sampling, social media, digital and trade advertising.

Managing director Steve Fudge said: “Having established ourselves as a firm family favourite amongst the speciality retailers for a number of years, this felt like the right time for us to make a change and really drive our presence across the multiples. We’ve never been ones to do anything by halves here at Fudges, so when we decided to take this step we wanted to make sure we did it properly.

“We’ve made our most significant investment to date to completely revamp our brand and product portfolio, all with a view to creating a new strong identity on shelf and, ultimately, increase stand-out in a crowded biscuit marketplace.”

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