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Fox’s Burton’s Companies (FBC) has launched a new addition to its Party Rings range, unveiling a new shape for the biscuit for the first time in its 42-year history.

Under The Sea Minis offer the same iced shortcake biscuits that the brand is renowned for, but in fun, marine-inspired shapes. Available in packs of six, the new range is launching exclusively in Asda stores on 24 April for 12 weeks. The Under The Sea range aims to provide a distinct format designed to attract the family shopper and boost basket spend.

The move builds on the success of FBC's Mini Party Rings range, which is now worth £13.5 million and has a repeat purchase rate of 56%. FBC said the launch marks the first in a pipeline of shaped biscuit innovation for the brand, following a 'considerable' manufacturing investment.

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 range, alongside a new limited-edition strawberry flavour. Party Rings will undergo a full packaging refresh across all flavours and SKUs by the end of May 2025.