Heritage confectionery brand Fox’s has announced a brand refresh designed to “modernise its visual identity and maximise on-shelf impact,” it said.
This “natural next chapter” is designed to modernise and refresh the brand to better reflect today’s world, all without alienating its longstanding consumers.
At the centre of the refresh is a reimagined version of Peppy, the brand’s iconic character. The polar bear has been updated to reignite his original spark and communicate the “warmth, happiness and personality that Fox’s has always stood for in a highly engaging, contemporary way,” the confectioner said.
While the new identity modernises the brand and helps it stand out more clearly in a competitive retail environment, the products themselves remain completely unchanged.
Michael Inpong, chief marketing officer at supplier Valeo Foods UK, said: “Fox’s has been a staple of the confectionery aisle for over a century, and we know the importance of continually evolving to ensure this heritage brand remains vibrant and relevant for today’s market.
“This dynamic new visual identity is built to re-energise the brand and drive standout in a competitive retail environment, giving our partners a classic, trusted brand that now works even harder on the shelf, with absolutely no changes to the physical merchandising.”
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