Big Softies is rebranded as Fox’s Low Fat

Fox’s Biscuits, part of the Northern Food Group, is rebranding its Big Softies biscuit range to Fox’s Officially Low Fat, in an attempt to raise awareness of the product’s low fat content.

The Big Softies branding will continue to appear on the packaging for now, but in smaller print. It is likely to be phased out completely because of its failure to effectively communicate the brand’s health offering to consumers.

The claim that the biscuits are “officially” low fat is in line with the Food Advisory Committee’s guidelines on fat levels. It states that products must have 3g or less of fat per 100g to be considered low fat.

Although the European Union recently released draft guidelines to help clamp down on misleading claims, it is understood the Fox’s brand would not be affected.

Fox’s is also unveiling a new logo that will be introduced across its biscuit ranges to create consistency. The new packaging and logo have been developed by branding agency Smith & Milton, which was appointed last October to review Fox’s entire product portfolio (MW October 24, 2002). The packaging will be seen in stores from September.