Valeo takes a Moment with Fox’s Glaciers

Fox's Glacier Moments range

Valeo Snack Foods has launched 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 invests a seven figure sum into a rebrand and marketing campaign for Fox’s.

Fox’s Glacier Moments (170g, RSP £1) is “designed for grown-ups who want a premium treat to indulge in and to help them escape”. Two variants are available:

  • Little Lifts offers botanical flavours inspired by herbal teas and fresh fruit smoothies: Strawberry & Hibiscus; Peach & Passionfruit; Apple, Pear & Spearmint; and Lemon, Mint & Elderflower.
  • After Darks is an evening occasion sweet for a long lasting, indulgent treat. Flavours include: Decadent Banoffee; Cherry Bakewell Tart; Smooth Irish Cream; and Dark Fruits.

After Darks is also available in a 120g £1 PMP.

Fox’s Glacier limited-edition Summer Punch (170g, RSP £1) is an on-trend, seasonal variant on Fox’s Glaciers inspired by summer cocktails and created to meet increasing demand for cocktail-inspired and botanical flavours. It contains four flavour varieties: Strawberry, Orange, Elderflower Spritz and Summer Punch.

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.”

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