Fox’s Burton’s Companies (FBC) has launched a new matcha cream biscuit as it taps into the surging demand for the flavour.

This move follows the success of the brand’s ‘Dubai Style’ indulgent creams last summer, which brought in 850k new customers to the Fox’s Chocolatey brand.

The matcha trend is now following a similar trajectory to last year’s Dubai chocolate popularity, with major social media traction.

Matcha menu items have increased by 30 per cent year-on-year in 2025 and have amassed over 10bn TikTok views and 9.5m Instagram posts.

The brand tapped into this trend by creating Matcha Indulgent Creams, chocolate-covered biscuits with a matcha cream filling.

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Chief sales and trade marketing officer at FBC, Jo Harwood, said: “Matcha has rapidly grown from a niche trend into a mainstream flavour, driven by its strong social media presence and growing appeal amongst younger shoppers.

“With our track record of bringing viral flavour trends into the biscuit aisle, we’re confident Fox’s Chocolatey Matcha will drive incremental shoppers and category value, while giving retailers a compelling premium proposition.”

This product will launch in Tesco and Booker and will be available in packs of eight for £3 each and will rollout nationally from 20 June.

FBC follows a number of FMCG brands tapping into the growing matcha trend to create innovative products.