Valeo Foods UK Confectionery is bringing its XXX Mints into the trusted Fox’s Masterbrand, marking the next chapter for one of Britain’s best-loved mint brands while “reassuring retailers that the product consumers know and trust remains exactly the same,” it said.
The refreshed packaging combines XXX’s heritage - established in 1987 - with the century-long legacy of Fox’s, creating a stronger family identity across the confectionery portfolio.
While the packs have been modernised with a contemporary new design featuring Fox’s mascot, Peppy, on the front of pack, the product, recipe and quality remain unchanged.
The updated packaging has been designed to deliver stronger shelf standout while retaining the “warmth, familiarity and trusted quality associated with the Fox’s name,” Valeo said. The addition of the Peppy mascot gives the refreshed packs a more modern, approachable look while strengthening the connection to the wider Fox’s family.
For retailers, the transition has been designed to be straightforward, with no changes to the product itself, allowing existing consumers to continue purchasing with complete confidence while clearly communicating that the trusted product inside remains exactly the same.
Michael Inpong, chief marketing officer at Valeo Foods UK, said: “Our refreshed identity celebrates the rich heritage of XXX Mints while giving the brand a modern, contemporary look that will stand out on shelf and appeal to today’s shoppers. Crucially, while the packaging has evolved, everything inside remains exactly the same, the same extra strong taste, the same long-lasting freshness and the same trusted quality that consumers have relied on for decades.”
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