Fox’s unveils “mystery flavour” sweets for Jubilee


Fox’s will be launching a range of sweets to celebrate “Great British” puddings in June – just time for the Queen’s Platinum Jubilee.

The UK’s most popular hard boiled sweet brand’s limited edition collection includes four iconic British flavours: Jelly and Custard, Peach Melba, Lemon Meringue Tart – and a “tantalising mystery flavour”.

The sweets, which are 100% vegan, will launch next month in Home Bargains, B&M and other bargain stores.

READ MORE: Platinum Jubilee: How retailers and brands are celebrating the historic event

Fox’s, owned by Valeo Snackfoods, has targeted the new Jubilee collection to an adult-centric demographic as over a third of sweet eater believe there aren’t enough sweet aimed at adults.

Thus, Valeo Snack foods marketing director Russell Tanner claimed the new limited-edition collection will appeal to both adults and British nostalgia.

“Britain is famous for its fantastic puddings and these sweets will undoubtedly evoke some happy memories. With the country getting ready to celebrate Her Majesty’s historic 70 years as Queen, we wanted to honour this the only way we know how: in sweet form,” Tanner said.

“What makes this new collection a little different from usual is that we have added a mystery flavour to the bag and hope that consumers will enjoy guessing what it could be. We’re not giving anything away, except to say it is perfect for a royal celebration.”

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