Classic Party Rings biscuit series gains first new shape in four decades
FBC remains on a "mission to live life in colour" with its first new Party Ring shape in 42 years. Pic: FBC
A fresh piece of innovation has been delivered by Fox’s Burton’s Companies (FBC) as it ups its game further in expanding its classic Party Rings range, introducing a new shape for the first time in four decades, writes Neill Barston.
The company’s latest Under The Sea Minis offer the much-loved iced shortcake taste of the company’s established brand, delivered in in fun, fish shapes as the brand aims to spice-up its Spring portfolio.
Notably, the new series will be making a limited edition appearance for six weeks only, available from Asda from 24 April, with packs being made available for £1.50, which are being launched under its mission to “live life in colour.”.
The move from FBC, which is now owned by a Ferrero-related company, follows strong performance of the manufacturer’s Mini Party Rings range which is now worth £13.5m and has a repeat purchase rate of 56%, and has seen significant investment into new manufacturing equipment, the launch also marks the first in a pipeline of shaped biscuit innovation for the brand.
Commenting on the move, Robin Norton, Head of Category Insight at FBC, said: “Under the Sea Minis is an exciting milestone for the Party Rings brand. It may be the first time we’re changing the format of the biscuits, but they come with the famous flavour and fun of traditional Party Rings. In initial testing, the products performed incredibly well with consumers, outperforming industry standards by 24%***, so we’re confident they will be a hit when they land on shelves later this month.”
The innovation comes as the manufacturer recently launched a brand-new look and feel for the iconic range, alongside a new limited-edition Strawberry flavour, linking to the brand undergoing a full packaging refresh across all flavours and SKUs by the end of May 2025.
The ‘Colour Me In’ design is set to modernise the brand and stand out on shelf with a new illustrated style. It will be supported by an above-the-line campaign that will include double-decker Party Rings-branded buses and out-of-home ads.
