Fox’s is tapping into the autumn pumpkin spice trend with the launch of a new limited-edition biscuit across five major retailers.

Fox’s Burton’s Companies (FBC) will roll out its Pumpkin Spice Indulgent Creams from 31 August across Tesco Group, Asda, B&M, Heron and Ocado, priced at £3 for a 122g pack, with a promotional price of £2.50.

The product combines a chocolate-coated shortcake biscuit with a pumpkin spice-flavoured cream centre, featuring cinnamon and ginger.

FBC claims the launch marks the first time a branded pumpkin spice sweet biscuit has been available to UK shoppers as it looks to capitalise on the flavour’s annual resurgence across coffee shops and social media.

The limited-edition line will remain on shelves until December and will sit alongside Fox’s Chocolatey Matcha Indulgent Creams as part of the brand’s seasonal range.

FBC chief sales and trade marketing officer Jo Harwood said: “Pumpkin Spice is one of the most recognisable Autumn flavours, yet it has never been available in branded sweet biscuits.

“With our track record of bringing trending flavours into the biscuit aisle, we’re confident Pumpkin Spice Creams will drive incremental spend by bringing new shoppers into the brand, and adding category value by giving retailers a compelling seasonal proposition.”

She added that securing five major listings from launch reflected the scale of the opportunity for the new flavour.

The launch is the third instalment in Fox’s Chocolatey’s trending flavours range, which debuted in 2025 with its Dubai Style Indulgent Creams.

According to FBC, the Dubai-inspired launch brought 850,000 new shoppers into the Fox’s Chocolatey brand.

The biscuit maker followed this in May with Matcha Indulgent Creams as it sought to capitalise on growing consumer interest in the Japanese green tea flavour.

FBC said its Dubai Style and Matcha launches have generated more than £3.4m in combined sales, as the business continues to use viral food trends to bring new shoppers into the sweet biscuit category.

Fox’s Burton’s Companies is Britain’s second-largest branded biscuit manufacturer and owns a portfolio spanning the Fox’s and Burton’s businesses.

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