FBC leverages viral social trends to capture younger demographics

Fox’s Burton’s Companies (FBC) has announced the launch of Fox’s Chocolatey Matcha Indulgent Creams, the second limited-edition product in its viral-inspired biscuit series.

The move highlights a calculated trade strategy to convert social media momentum into tangible supermarket sales, specifically targeting younger demographics who are driving modern flavour trends.

By combining its established premium chocolate-covered shortcake base with a smooth matcha cream filling, FBC is attempting to bridge the gap between algorithmic internet trends and traditional grocery aisles.

Replicating the ‘Dubai style’ growth formula

The launch is a direct response to the commercial success of FBC’s first viral-inspired release last summer: Fox’s Chocolatey ‘Dubai Style’ Indulgent Creams. According to Worldpanel data, that single limited-edition product brought 850,000 new shoppers into the Fox’s Chocolatey brand portfolio, showcasing the capacity of internet-famous flavour profiles to drive incremental growth and category value for retail partners.

FBC is betting that matcha will follow an identical commercial trajectory. The ingredient has achieved massive digital footprint and commercial metrics, including more than 10 billion TikTok views, 9.5 million Instagram posts, and a 30% year-on-year increase in matcha-related menu items across the food and beverage landscape in 2025.

Capitalising on the mainstream evolution

For grocery retailers, the product represents a highly visible, premium proposition designed to appeal to shoppers who may skip the traditional sweet biscuit aisle but actively seek out matcha products.

Jo Harwood, chief sales and Trade Marketing Officer at FBC, emphasised the strategic shift of the flavour profile from specialty cafes to mainstream retail: “Matcha has rapidly grown from a niche trend into a mainstream flavour, driven by its strong social media presence and growing appeal amongst younger shoppers. Its eye-catching colour, versatility and cultural appeal are just some of the reasons why.”

“With our track record of bringing viral flavour trends into the biscuit aisle, we’re confident Fox’s Chocolatey Matcha will drive incremental shoppers and category value, while giving retailers a compelling premium proposition. This will be one of our major launches for 2026 and we can’t wait to see the consumer response.”