Fox’s offers category first with Dubai style Chocolatey Creams

The UK’s FBC business has moved to offer its premium take on one of the hottest food phenomenons of the past year, the  phenomenon, with its latest Fox’s “Dubai Style” Chocolatey Creams series, writes Neill Barston.

As anyone who has attended a sector trade show around the world within the past 12 months, the Middle East’s hottest export has continued to make its mark on a global scale.

According to FBC, Pistachio flavour was the  fifth most googled food/drink in 2024, and is firmly established as a global flavour trend, with one retailer reporting ‘Dubai chocolate’ products selling out in 84 minutes. Fox’s take is a chocolate-encased shortcake with a creamy centre and crispy real pistachio filling.

Those eager to try the luxury chocolate can shop from 16th July exclusively in Tesco at £2.35 (down from £2.65, 130g x 8), with the product available in all major retailers from September

Charlotte Hunt at FBC enthused that the business can claim what it believes is a category first as a biscuit manufacturer, amid a continued wider popularity for the Middle-East inspired flavours within the sector.

She said: “We discussed these product concepts just a couple of months ago, and as a cross-functional team, we’ve worked at pace to bring an exciting offering that delivers against the best examples of Dubai chocolate, with the new SKU launching in July.

“We’re proud to bring this to the market with speed and tap into what customers are loving, and it shows by being the first big brand to bring these exciting products to customers.

“Off the back of this launch, we have big ambitions and confidence in how we bring to life new and emerging flavour profiles in the future. Backed by a significant six-figure support package, with some very exciting things coming – so watch this space,” noted the category specialist of its continuing activities within the market.