Fox's Biscuits

Fox’s Glacier Mints and Poppets owner kicks off £500k brand marketing drive


By Natalie Mortimer, N/A

August 18, 2015 | 3 min read

Big Bear, the food company behind Fox's Glacier Mints and Poppets, has kicked off a £500,000 marketing drive to boost sales of its new product innovations and attract new consumers to its brands.

The company has rolled out three new products across its portfolio to tap into current consumer trends, including the launch of Poppets Toffee Popcorn after identifying that popcorn is growing five times faster than nuts and crisps in the snacks sector. It will be marketed in cinemas, theme parks and through social media.

In addition to Poppets Popcorn, Big Bear has relaunched Fox’s Glacier mints range with a new identity designed to highlight the brand’s 97 year history, heritage and natural ingredients.

“We know the Glacier consumer is very brand conscious and we wanted to ensure the new look bags had instant brand recognition to its loyal core consumers but also appeal to potential new consumers at the same time," Big Bear head of trade marketing Ross Stanley told The Drum.

The marketing drive also covers the launch of a new free-from gummy sweet range under the Fox's brand to tap into a sector which is estimated to be worth £365m.

“Fox’s Candy Bear sees us enter the dynamic gummy sharing market with a product appealing to health-conscious shoppers and those following a special diet," explained Stanley.

The sweets are made with real fruit juice, no artificial colours or flavours, and are also gluten-free and nut-free.

“We feel that Candy Bear fills a niche, offering parents an option in the confectionery aisle that they can be confident about giving to children with nut or gluten allergies, as the products are made in a factory that handles no nuts and are all made without anything artificial," added Stanley.

Big Bear worked with Coeliac UK on the product range to gain the charity's Crossed Grain symbol gluten-free certification.

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