Northern Foods is relaunching its Fox’s Cookie Bars with recipe “enhancements” and a packaging revamp.

The firm told just-food today (8 April) that the investment in the brand has focused on the development of a new recipe and packaging, and will be supported by marketing and promotional activity.

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The new-look packaging includes bolder colours and communicates the “enhanced taste of the product”, the firm said, with the addition of a ‘no artificials’ message in a bid to drive awareness of the recipe changes.

Rachel Moffatt, Fox’s brand sector director, said: “The chocolate biscuit bar (CBB) sector is buoyant, demonstrating value growth of 4.7% YOY. Fox’s CBB portfolio also continues to perform well and we are confident that the new and improved Cookie Bars will help maintain this growth.”

Recipe enhancements, the firm said, include the addition of more chocolate chips to the biscuit bar to “support the ‘cookie’ positioning”.

A spokesperson for Fox’s said that, as the third-biggest sweet biscuit manufacturer in the UK, the company sees itself as a “major player” in the CBB sector.

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“Consumers are increasingly looking for products that cater for on-the-go snacking and growth in the channel has been driven by brands such as Fox’s flagship chocolate biscuit bar brand Rocky. Fox’s is confident that the new and improved Cookie Bars will help maintain growth for the sector,” the spokesperson said.