McVitie’s, Fox’s and Biscuiteers unveil Christmas cookies | Product News


Choosing which cookie to leave out for Santa has become more difficult as some of the biggest cookie players have unveiled their NPD for this year’s holiday season.

The owner of Pladis, McVitie’s, Jacob’s and Carr’s, as well as Fox’s Biscuits and Biscuiteers, unboxed a selection of treats embracing Christmas themes, traditional flavors and more.

Here we take a look at the goodies on offer:

Fox cookies

Desserts and cookies meet for Fox’s festive NPD – Chocolate Winter Dessert Assortment (rsp: £ 4) that embraces the flavors of millionaire’s shortbread, chocolate brownie, chocolate cheesecake white and raspberry and caramel pudding.

Inspired by the nostalgia trend, Fox’s also unveiled The Snowman Biscuit Collection (rsp: £ 5) which draws inspiration from illustrations from Raymond Briggs’ classic picture book. It packs some of Fox’s “best-loved” cookies including crunchy crèmes, fabulous triple chocolate cookies and a chocolate chocolate sundae in a specially designed foil wrapper with snowman artwork.

Both arrive in stores from October alongside Fox’s Biscuits’ wider seasonal range, such as the Return Viennese Assortment (rsp: £ 4) and Chocolatey Tin Assortment (rsp: £ 6).

“This Christmas presents a huge opportunity for retailers to drive premium cookie sales growth with delicious and innovative cookie assortments for everyone to enjoy,” said Bronwen Arthur, Senior Brand Manager.

Biscuitiers Lapland themed advent calendar cookies


The snowman can also be found walking through the air in Biscuiteers’ Christmas offer as part of a letterbox selection (£ 25) that includes the titular snowman, snow dog and spruces .

Snowman Biscuits Letterbox Biscuit Makers

The aesthetic remains strong across the range as the company has also partnered with designer Sophie Conran on a handcrafted Advent calendar designed to display the Advent Biscuit Tin treats (£ 175 for cookies and calendar ). The box contains 24 treats featuring winter animals such as puffins, narwhals and polar bears, along with other Lapland-themed items.

Biscuiteers also looked to capitalize on the DIY trend for 2021 with a Christmas bauble DIY kit (£ 35) and Christmas wreath DIY kit (£ 38) that include cookies and decorations.

“Like many businesses, this is our biggest occasion of the year, and every week in December, we make 90,000 cookies at the Biscuit Factory to keep up with demand,” the company said.

Vegan and gluten-free options have been added to the list for this year in the form of the Happy Christmas Luxe Cookie Tin (£ 45-50), which includes gingerbread-flavored frozen cookies, as well as the cookie Christmas Tree Mailbox (£ 9) and Personalized Christmas Pudding Mailbox Biscuit (£ 11.95).

Mince Pie Chocolate Digesters


Chopped pies meet McVitie’s in the brand’s latest seasonal innovation – Mince Pie Milk Chocolate Digestives (rsp: £ 1.59). The treats are following in the footsteps of the gingerbread and Christmas pudding variants that made their debut in 2020, racking up £ 1.2million in sales in the process, and will return for 2021.

Gingerbread is a common theme throughout McVitie’s festive selection with slices of milk chocolate gingerbread (rsp: £ 1) and Gingerbread Flipz (rsp: £ 1.50) also on roll. .

“Sales of seasonal snacks this year will be bigger than ever and are expected to exceed last year’s additional £ 161million opportunity,” said Jonathan Bull, Marketing Director – Chocolate, Cakes, Seasonal at Pladis UK&I . “2020 has given us a Christmas like no other, as the seasonal celebrations have been softened by the pandemic, with only limited opportunities to reunite with larger circles of friends and family. “

McVitie’s Victoria, Moments Signature Chocolate Biscuit Selection, Jaffa Cakes Orange & Cranberry, and Santa Snacks Chocolate Cake Bars are among the products to return this year as well.

Jacob's Heritage Box of crackers

At Jacob and Carr

The crackers and crackers are also in the works for Christmas 2021, with the two brands owned by Pladis bringing something new to the market.

Carr’s kicks off with Melts Warm Chilli Flavor (rsp: £ 1.49) which are wheat cookies with a touch of warmth. A selection of Carr’s Melts is also available. Targeting festive snacks or “high-end” cheese platters, the 450g box (rsp: £ 4.50) offers original variations, with cheese and chili.

Jacob’s, meanwhile, celebrates its 170e anniversary with a Heritage Tin (rsp: £ 5). The vintage-style box is filled with a selection of his best-selling crackers such as Cream Crackers and Digestives. The Christmas Caddies, in Mini Cheddars, Twiglets, Cracker Crisps and Cheeselets, are also back.

“The trend for conviviality continues to gain momentum, as Brits seek to reunite with friends and family after a trying year. That means snacking, sharing products, such as our bestselling Jacob’s caddies , along with selections from our everyday crackers, will help retailers increase the frequency of purchase, ”added Bull.

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