Fox’s Glacier is unveiling a fresh new look with the spotlight on the iconic Peppy the polar bear on pack, as well as an innovative programme of NPD.

The new Fox’s Glaciers packaging draws on the brands rich history, re-introducing design elements from its past such as its bright blue hue and the ‘accept no imitations’ strapline to remind consumers to look for the very best when purchasing high boil sweets. While the brand has refocused on the nation’s favourite polar bear, it has also subtly referenced his counterpoint, Fox, from the original cartoons and TV adverts.

New to packs is the addition of ‘100 Years of Taking it Slow’, a nod to the brand’s heritage and expertise in creating premium, long lasting sweets.

The rebrand was managed with sustainability in mind, enabling a plastic reduction of more than ten per cent. And in order to broaden appeal, Fox’s has taken the opportunity to highlight on pack that its products are vegan friendly.

Fox’s Glaciers are widely available in major multiples, with the new brand expected to fully roll out by end of May.