Fox’s Burton’s Companies (FBC) is targeting the autumn seasonal opportunity with the launch of Fox’s Chocolatey Pumpkin Spice Indulgent Creams, bringing the increasingly popular pumpkin spice flavour to the branded sweet biscuit aisle for the first time.

The new product combines a chocolate-coated shortcake biscuit with a pumpkin spice-flavoured cream centre, featuring cinnamon and ginger notes designed to evoke the flavour profile associated with the autumn season.

FBC said the launch is intended to capitalise on the annual pumpkin spice trend, which generates significant consumer engagement on social media as shoppers mark the arrival of autumn with posts about their first pumpkin spice latte of the season.

Jo Harwood, chief sales and trade marketing officer at FBC, said pumpkin spice was “one of the most recognisable autumn flavours,” but had not previously been available in branded sweet biscuits.

“With our track record of bringing trending flavours into the biscuit aisle, we’re confident Pumpkin Spice Creams will drive incremental spend by bringing new shoppers into the brand, and adding category value by giving retailers a compelling seasonal proposition,” she said.

Harwood added that the product had secured five major listings from launch, reflecting what FBC sees as the potential of the seasonal proposition.

Fox’s Chocolatey Pumpkin Spice Indulgent Creams will be available through Tesco Group, Asda, B&M, Heron and Ocado from 31 August, remaining in market through December 2026.