Fox’s Ambers is the latest line from Northern Foods. The company says the launch marks the creation of a new ’everyday indulgence’ category within the biscuits market.

Expected to be a hit with women aged 35-plus, the crunchy golden honeycomb biscuits come in three varieties: milk chocolate; praline and caramel. Recommended retail price is £1.39.

A £3m marketing campaign will back the launch from May onwards.

Using the brand’s mascot Vinnie, the campaign will include TV and print advertising as well as digital engagement, sampling and point-of-sale material.

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