It’s been a big year for the biscuit aisle, with Britain’s biggest brands rolling out one inventive new flavour after another to tempt shoppers doing the weekly run. From viral sweet trends to nostalgic mashups, supermarket shelves have been packed with fresh reasons to pop the kettle on.
Now, Fox’s is getting in on the action just as the weather turns, bringing the undisputed king of seasonal flavours straight into the biscuit tin. Marking their very first spin on the autumn classic, the heritage brand is introducing pumpkin spice to their lineup, giving biscuit lovers a brand-new dunking option as the colder days settle in.
What’s in Fox’s Pumpkin Spice Indulgent Creams?
Landing on shelves from 31 August, Fox’s Pumpkin Spice Indulgent Creams combine a chocolate coated shortcake biscuit with a pumpkin spice flavoured cream centre, finished off with warming notes of cinnamon and ginger. It’s a limited edition release, available at Tesco, Asda, B&M, Heron and Ocado for an RRP of £3, and will stick around until December as part of the brand’s wider seasonal range.
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According to Fox’s chief sales and trade marketing officer, pumpkin spice is one of the most recognisable autumn flavours out there, yet it’s never actually made its way into a branded sweet biscuit before now. Given the brand’s track record of successfully bringing trending flavours into the biscuit aisle, the company is confident this release will draw in new shoppers and offer retailers a compelling seasonal option.
It follows two previous viral hits for the brand.
This isn’t Fox’s first attempt at riding a viral food trend. The brand’s limited edition flavour range kicked off back in 2025 with a Dubai Style Indulgent Creams biscuit, followed more recently by a Matcha Indulgent Creams version earlier this year, tapping into another hugely popular foodie trend.
Between those two releases alone, the brand says it brought in around 850,000 new shoppers and generated more than £3.4 million in sales, giving a clear indication of just how much demand there is for trend led biscuit flavours right now.
Shoppers are already excited about the new flavour.
Reaction online has been largely positive since the announcement, with fans commenting across social media to share their excitement. Several people have said they’re keen to try it as soon as it lands on shelves, with plenty more expressing enthusiasm simply at the idea of pumpkin spice finally making its way into a biscuit.
@nicolapedrolli Foxes biscuit company shop in batley wellington street wf17 5je @Foxes Biscuits #conpanyshop #biscuits #batley #cheap #shop ♬ original sound – Nicola Pedrolli
It’s part of a much wider wave of seasonal food releases.
Fox’s isn’t the only brand leaning into autumn flavours right now. Greggs recently unveiled its own autumn menu, packed with pumpkin flavoured drinks and treats, while other major biscuit brands have been busy with their own new releases throughout the year, including a savoury biscuit debut, a new white chocolate flavoured classic, and a Jaffa Cake inspired digestive.
Looking further ahead, several brands have already started teasing Christmas releases too, with new festive chocolate treats and gingerbread flavoured snacks beginning to appear on shelves, even as summer has only just ended.
With pumpkin spice now finally making it into the biscuit tin, it looks like this autumn’s seasonal food lineup is only just getting started.
