Strictly Judge and Dubai Biscuits Boost Jammie Dodgers Maker's Profits
The confectionery giant behind iconic brands like Jammie Dodgers and Wagon Wheels has reported a significant surge in profits, attributing the success to a clever marketing campaign featuring a Strictly Come Dancing judge and the launch of a trendy Dubai-inspired biscuit. Fox's Burton's Companies (FBC), which encompasses both Burton's Biscuit Company and Fox's Biscuits, experienced a remarkable turnaround in its financial performance.
Financial Turnaround and Revenue Growth
FBC posted a pre-tax profit of £14.3 million for the year ending August 2025, marking a dramatic recovery from a pre-tax loss of £6.4 million in the previous year. Revenue increased by nine per cent, reaching an impressive £695 million. This growth was driven by strategic initiatives that resonated with consumers across the United Kingdom.
Marketing Campaign with Strictly Come Dancing Judge
A key factor in this success was the "Fox's Fabulous" campaign, which recruited Strictly Come Dancing panellist Craig Revel Horwood to spearhead the relaunch of the Fox's Chocolatey range. Horwood, known for his signature catchphrase "fabulous", appeared in advertisements sporting a chocolate face mask and encouraging Brits to indulge themselves. This celebrity endorsement helped boost brand visibility and sales.
Innovation with Dubai-Inspired Biscuits
In addition to the marketing push, FBC capitalised on a popular food trend by launching a Dubai-style version of its Fox's Chocolatey brand. This innovative product tapped into the craze for chocolate made with pistachio cream and filo pastry that swept the UK last year, appealing to consumers seeking new and exotic flavours.
Company Background and Market Position
FBC was established following a merger between Fox's and Burton's, both of which were acquired by the Italian chocolate firm Ferrero. The company employs over 3,800 individuals in the UK and created hundreds of new roles last year. Its production hubs include sites in Llantarnam, South Wales (where Jammie Dodgers are made), Batley in West Yorkshire, Dorset, Blackpool, and Kirkham in Lancashire.
Despite a challenging operating environment, FBC maintained its position as the second-largest sweet biscuit producer in the UK and expanded its market share to 13 per cent. Simon Browne, the group's chief executive officer, stated, "This financial year has been a positive year of growth across all key financial metrics, delivered through maximising the opportunities of consolidating the legacy businesses and a strong new product development pipeline."
He added, "We have successfully outperformed the market and increased our branded sweet biscuit market share." The company's portfolio also includes other well-known brands such as Party Rings and Maryland Cookies, with innovation being credited for the encouraging performance.
