Fox's Chocolatey is adding a matcha cream biscuit to its portfolio, making the viral green tea flavour the second limited-edition release in its social-media-led series. The launch follows last summer's Dubai Style Indulgent Creams, which the company says attracted 850,000 new shoppers and underlined the commercial pull of trend-driven biscuit innovation.

The new product pairs a chocolate-coated biscuit with a shortcake base and a matcha cream centre, positioning it squarely at the premium end of the market. According to Fox's Burton's Companies, the flavour is riding a broader wave of consumer interest, with matcha gathering huge traction online and appearing increasingly across menus and snack ranges as brands look to turn digital buzz into sales.

Jo Harwood, chief sales and trade marketing officer at FBC, said matcha has moved from a niche taste to a mainstream flavour, helped by its visibility on social platforms and appeal to younger shoppers. She said the launch would be one of the company's major 2026 introductions and could help retailers win incremental shoppers while adding value to the category. The biscuits go on sale this week in Tesco and Booker in 122g packs priced at £3, before a wider rollout on 20 June. 

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