Fox’s Biscuits cashes in on Star Wars mania

By Michael Stones

- Last updated on GMT

Snack attack: Fox's hopes the Star Wars branding will send sales rocketing
Snack attack: Fox's hopes the Star Wars branding will send sales rocketing
Fox’s Biscuits, part of the 2 Sisters Food Group, is hoping for a stellar sales boost for its Star Wars branded products, after the release of the movie blockbuster Star Wars: The Force Awakens.

Rocketing sales of the branded biscuits “have been soaring to a galaxy far, far away”,​ claims the business. The sales boost followed strong market growth in the children’s biscuit sector and the growing need for healthier, tasty snacks for children, according to Fox’s.

Star Wars franchise

The firm launched a range of mini biscuits and biscuit bars in conjunction with Disney in August. The products feature characters from the Star Wars franchise and use ingredients which are free from artificial colours or flavours, and are a source of fibre, it claims.

Included in the range – on sale in Asda, Tesco, Sainsbury and Morrisons – are: Star Wars Empire Bars and Star Wars Galactic Snacks. Empire Bars have sold 345,000 units and Galactic Snacks 155,000 units.

Pizzas and ready meals

As part of the Disney deal, Fox’s has also launched a range of frozen branded snacks, while other parts of the 2 Sisters Food Group have launched Disney character branded pizzas and ready meals.

Fox’s Biscuits md Colin Smith said: “The relationship with Disney is really showing how good-tasting, healthy products can be packaged to appeal to a young audience,” said, managing director of. “May the Fox Be With You!”

The UK release of The Force Awakens​ takes place tomorrow (December17). Advance ticket sales in the US have broken all box office records.

Meanwhile, here are some food and drink brands hoping for an inter galactic boost to their sales.

Star Wars meets food and drink

  • Campbell’s Star Wars soup
  • Star Wars apples
  • Yoda green seedless grapes
  • Star Wars Pop Secret Extra Cheesy Snacks, from Kraft
  • General Mills Star Wars cereals
  • Disney Star Wars yogurts

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