Valeo Foods UK Confectionery is bringing XXX Mints into the trusted FOX'S Masterbrand, marking the next chapter for the mint brand while reassuring retailers that the product consumers know and trust remains exactly the same.
The refreshed packaging combines XXX's heritage, established in 1987, with the century-long legacy of FOX'S, creating a stronger family identity across the confectionery portfolio. While the packs have been modernised with a contemporary new design featuring FOX'S mascot, Peppy, on the front of pack, the product, recipe and quality remain unchanged.
The move represents a full-circle moment for the brand. Their return to the FOX'S Masterbrand celebrates this shared heritage while positioning the brand for continued growth with today's consumers.
XXX Mints continue to play an important role in the confectionery category as a trusted, on-the-go solution for oral freshness and palate cleansing.
"Our refreshed identity celebrates the rich heritage of XXX Mints while giving the brand a modern, contemporary look that will stand out on shelf and appeal to today's shoppers,” said Chief Marketing Officer Michael Inpong. “Crucially, while the packaging has evolved, everything inside remains exactly the same, the same extra strong taste, the same long-lasting freshness and the same trusted quality that consumers have relied on for decades."
The refreshed XXX Mints packs featuring FOX'S branding begin rolling out across wholesale and convenience channels from 19 July, with the transition taking place gradually across retailers.