A significant milestone has been reached in the world of baked treats as Fox’s Burton’s Companies (FBC) introduces a playful twist to its iconic Party Rings collection. For the first time in 42 years, the brand is presenting a new shape inspired by marine life. These delightful Under The Sea Minis replicate the cherished shortcake biscuits but come in whimsical ocean-themed designs. Available exclusively at Asda stores starting April 24th for a limited period of 12 weeks, these bite-sized snacks aim to appeal to family shoppers and encourage increased spending.

The launch marks a strategic move by FBC, building upon the triumph of their Mini Party Rings line that boasts an impressive £13.5 million value and a remarkable 56% repeat purchase rate. With substantial investment in production capabilities, FBC plans to explore further creative shapes in the future. Robin Norton, head of category insight at FBC, expressed enthusiasm about this innovative step, highlighting how the new format retains the beloved taste while adding fresh excitement. Early consumer feedback indicates strong potential, surpassing industry benchmarks by 24%, suggesting a promising reception when they hit the shelves.

Innovations continue as FBC rolls out a refreshed visual identity for the entire range alongside a tantalizing strawberry flavor edition. By May 2025, all flavors and product codes will feature updated packaging. This transformation not only enhances the brand's appeal but also reflects FBC's commitment to evolving with consumer preferences. Embracing creativity and maintaining quality ensures that traditional favorites remain relevant and exciting for generations to come.