Biscuit brand Thomas Fudge’s raises profile with Chelsea Flower show sponsorship
UK premium biscuit manufacturer Thomas Fudge’s, which has more than a century of heritage to its name, has gained key recognition with sponsorship of the London Gates at the RHS Chelsea Flower Show 2025, reports Neill Barston.
According to the firm, which is part of the Fox’s Burton’s Companies owned by a Ferrero business, the move is part of a key rebrand, which hit shelves in February this year, the company is stepping into the spotlight with a dandy, photo-worthy floral installation designed to delight visitors and mark a new chapter for the beloved Dorset-born baker.
The sponsorship has also targeted a mature audience of food lovers over 45, with the RHS Chelsea Flower Show has long been a cultural institution that over-indexes in this demographic, making it the perfect platform to connect with this highly engaged group.
Moreovoer, brand’s display, crafted by floral design house Lavender Green Flowers, is a nod to both curiosity and craftsmanship. Towering columns of vibrant blooms and playful greenery draw inspiration from the eccentric charm of Thomas Fudge’s dandy persona, complete with signature top hats.
The major flower show, which runs until May 24 and has gained worldwide acclaim, has already attracted a high calibre of visitors, including a press day attended by HRH King Charles and Queen Camilla, as well as celebrities from screen and stage including David Beckham, Cate Blanchett, Mary Berry and Dame Joanna Lumley to name a few, has retained its prestigious aura, as the nation’s leading sector show.
This standout sponsorship marks a key moment in the reinvention of Thomas Fudge’s – a brand steeped in Dorset tradition and now reimagined for today’s flavour-forward, experience-loving audience.
“We’re thrilled to be part of the RHS Chelsea Flower Show, celebrating one of Britain’s most remarkable moments of creativity and craftsmanship,” said Lauren Steventon, Assistant Brand Manager at Thomas Fudge’s. “Our floral display is a joyful reflection of our brand’s unique heritage and bold new direction – a true feast for the senses that captures the spirit of Thomas Fudge’s. It’s a perfect way to reintroduce our brand to an audience who values quality and a little dandy indulgence.”
Thomas Fudge’s is also looking to bring new shoppers into the brand with an integrated below the line plan that targets its core audience. From the sponsorship of foodie favourite podcast Dish to sampling events with BBC Good Food and Gardener’s World Shows, the brand is on a mission to drive awareness and drive reappraisal in 2025.