Fox’s Burton’s Companies (FBC) has unveiled a new addition to the Party Rings range, introducing a new shape for the first time in the brand’s 42-year history.

The new Under The Sea Minis will offer the same iced shortcake taste of a Party Ring in fish shapes. They will be available in packs of six for £1.50 and are launching exclusively in supermarket giant Asda on 24 April for 12 weeks.

The new format looks to attract the family shopper and boost basket spend, and follows strong performance of the manufacturer’s Mini Party Rings range which is now worth £13.5m, according to NIQ and Kantar data.

The launch also marks the first in a pipeline of shaped biscuit innovation for the brand.

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FBC head of category insight Robin Norton said: “Under the Sea Minis is an exciting milestone for the Party Rings brand. 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%, so we’re confident they will be a hit when they land on shelves later this month.”

The innovation comes as the manufacturer recently launched a brand-new look and feel for the 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. It will be supported by an above-the-line campaign that will include double-decker Party Rings-branded buses and out-of-home ads.