Biscuit Giant Bounces Back with Sweet Success After Strategic Turnaround
The iconic British biscuit manufacturer behind household names like Jammie Dodgers, Wagon Wheels, and Maryland Cookies has staged a remarkable financial recovery, returning to profitability after a period of losses. Fox's Burton's Companies (FBC), which operates Burton's Biscuit Company and Fox's Biscuits, reported a pre-tax profit of £14.3 million for the twelve months ending August 2025. This marks a significant reversal from the pre-tax loss of £6.4 million recorded in the previous fiscal year.
Revenue Growth Driven by Celebrity Endorsement and Innovative Products
The St Albans-based group achieved a robust nine per cent increase in revenue, reaching £695 million during the same period. A key driver of this growth was the strategic relaunch of Fox's Chocolatey, positioned as the UK's first chocolate chip cookie sandwich. To champion this product, FBC enlisted the flamboyant Strictly Come Dancing judge Craig Revel Horwood for its "Fox's Fabulous" campaign.
Horwood, known for his trademark "fabulous" catchphrase, participated in promotional activities including donning a chocolate face mask, encouraging consumers to indulge in a treat. This celebrity partnership effectively tapped into social media trends and boosted brand visibility.
Market Expansion and Product Innovation Fuel Performance
Further bolstering its market position, FBC capitalized on emerging food trends by launching a "Dubai-style" variant of its Fox's Chocolatey brand. This innovative biscuit features chocolate combined with pistachio cream and filo pastry, aligning with a popular culinary trend that swept the UK last year.
The company's focus on innovation and consolidation following its merger—both brands were acquired by Italian chocolate giant Ferrero—has paid dividends. FBC strengthened its position as the second-largest sweet biscuit manufacturer in the UK, growing its market share to 13 per cent.
Leadership and Employment Growth Amid Challenges
Simon Browne, Chief Executive Officer of Fox's Burton's Companies, highlighted the positive trajectory. "This financial year has been a positive year of growth across all key financial metrics," Browne stated. "Delivered through maximising the opportunities of consolidating the legacy businesses and a strong new product development pipeline. Despite a challenging operating environment, we have successfully outperformed the market and increased our branded sweet biscuit market share."
The group's success has also translated into job creation, with FBC employing over 3,800 people in the UK after adding hundreds of new positions last year. This employment growth underscores the company's resilience and strategic focus in a competitive sector.
With a portfolio that also includes Party Rings and other beloved biscuits, FBC's return to profit demonstrates how traditional brands can adapt through creative marketing, product innovation, and strategic consolidation to achieve sweet success in the modern marketplace.
