Foundation: 1853

The history of FOX’S began in 1853 when Michael Spedding started baking in a small premises at 17 Whitaker Street in Batley, West Yorkshire. His early enterprise produced baked goods and confectionery sold at local fairs, shows, shops, and to traders throughout northern England.[1] Initially, the operation was a relatively small local bakery rather than the large-scale industrial manufacturer it would eventually become.

The Fox family and the name

The Fox name became associated with the business in the late 19th century. Spedding’s daughter, Hannah, married Fred Ellis Fox, who took over the business in 1897. The company was subsequently renamed F. E. Fox & Co., establishing the origin of the FOX’S name used by the brand today.[1] Although the business dates to 1853, the specific FOX’S branding was established later in the 19th century.

Expansion in the 20th century

As the company expanded, it moved beyond its original bakery to become a larger industrial producer. In 1927, FOX’S established its current Batley bakery on Wellington Street, an expansion that allowed for increased production and a broader product range.[1] By the mid-20th century, distribution had extended throughout Britain rather than remaining limited to the local Yorkshire market. In 1960, the business incorporated as a limited company and adopted the name FOX’S.[2]

Corporate ownership

FOX’S underwent several ownership changes as the British food industry consolidated. In 1977, the company was sold to Northern Foods. Following restructuring within Northern Foods, FOX’S became part of 2 Sisters Food Group in 2011.[1]

In 2020, a Ferrero-affiliated company acquired FOX’S for approximately £246 million, integrating the brand into the wider Ferrero business ecosystem.[2]

Merger with Burton’s

A significant structural change occurred in the early 2020s when Ferrero-affiliated ownership also acquired Burton’s Biscuits, another historic British manufacturer. In 2022, FOX’S and Burton’s Biscuits were combined to form Fox’s Burton’s Companies (FBC UK). This merger united two of Britain’s historic biscuit businesses and their respective portfolios.[1]

FBC UK describes the combined entity as having heritage stretching back to 1853 and states it has become the second-largest branded sweet-biscuit baker in Britain.[1]

FOX’S has historically produced a broad range of biscuits, from everyday tea biscuits to chocolate-covered products and children’s snacks. Key products and families include:

• Rocky – Chocolate-coated biscuit bars.
• Crunch Creams – Sandwich biscuits with a cream filling.
• Party Rings – Colourful ring-shaped biscuits associated with children’s parties.
• Echo – Chocolate-covered biscuits.
• Classic – Traditional FOX’S biscuit products.
• Chocolatey biscuits and cookies – A range of chocolate-focused products.
• Viennese – Rich, chocolate-associated biscuits.
• Shortcake products.
• Bourbon biscuits.
• Cream biscuits and other traditional British varieties.

The portfolio has evolved over time, with new flavours introduced alongside established products that remain central to the brand’s identity.[2]

Rocky

Rocky is one of the most recognisable FOX’S biscuit-bar brands, combining a biscuit base with chocolate and other flavour components. It exemplifies the brand’s strategy of expanding beyond conventional biscuits into chocolate-coated and snack-style products.

Party Rings

Party Rings are among the most distinctive FOX’S products. These small, ring-shaped biscuits are traditionally covered with brightly coloured icing. Their visual appeal and association with celebrations have made them particularly recognisable in the biscuit market, and FOX’S continues to identify them as an iconic brand.[1]

FOX’S maintains a strong historical connection with Yorkshire, specifically Batley. The wider FBC UK organisation now operates multiple manufacturing locations across the United Kingdom. Production sites extend from Dorset and Batley to the Isle of Arran, reflecting the footprint created by combining FOX’S and Burton’s operations.[1]

FBC UK reports that the combined organisation operates nine locations across the UK, employs more than 3,800 people, sells products in over 55 countries, and bakes more than 13 billion biscuits annually.[1]

FOX’S is no longer an independently owned company. Its corporate lineage is as follows:

• Michael Spedding’s bakery (1853)
• Fox family / F. E. Fox & Co.
• FOX’S
• Northern Foods (1977)
• 2 Sisters Food Group (2011)
• Ferrero-affiliated ownership (2020)
• Fox’s Burton’s Companies / FBC UK (2022)

The current UK corporate entity, FOX’S BURTON’S COMPANIES (FBC) UK LIMITED, is registered in the United Kingdom. Its listed activities include the manufacture of rusks and biscuits, preserved pastry goods and cakes, and cocoa/chocolate confectionery.[3]

FOX’S branding is closely tied to its British heritage, chocolate biscuits, family-oriented products, and traditional tea-time culture. The company frequently uses “Since 1853” to emphasise its longevity, positioning itself as a longstanding element of British baking culture rather than merely a snack manufacturer.[1]

A notable aspect of the brand’s advertising history was Vinnie, a fictional dog-panda character introduced in 2008 as an enthusiastic fan of the brand. This character featured in a major campaign designed to give FOX’S a more playful and memorable personality.[2]

Biscuits hold a significant place in British food culture, particularly alongside tea and coffee. FOX’S has capitalised on this tradition by offering products positioned for tea breaks, family occasions, celebrations, lunchboxes, and everyday snacking. The brand’s longevity is notable; its origins predate many modern food companies, and its products have evolved from a 19th-century local bakery into a mass-market international portfolio.

While fundamentally a British brand, FOX’S products are distributed globally. Exports reach markets in Europe, North America, Asia, and elsewhere, maintaining an international presence while retaining British identity.[2] FBC UK currently reports sales in more than 55 countries.[1]

The corporate history of FOX’S is now linked to Ferrero, the Italian multinational known for brands such as Nutella, Kinder, and Ferrero Rocher. The 2020 acquisition was part of Ferrero’s strategy to expand its position in global sweet-snacking and biscuit markets. The subsequent integration of Burton’s brought brands like Jammie Dodgers, Wagon Wheels, and Maryland into the same British organisation as FOX’S.[1]

It is distinctively useful to differentiate between FOX’S as a consumer brand and FBC UK as the operating organisation managing multiple major biscuit brands.

The significance of FOX’S lies in its extensive history. From a small Batley bakery established by Michael Spedding in 1853, it developed into a nationally recognised manufacturer before becoming part of an international confectionery group. The brand has survived numerous changes in ownership, technology, consumer tastes, and industry structure. Its 2022 merger with Burton’s marked another stage in this evolution, creating a larger British biscuit business while preserving FOX’S as a distinct consumer-facing brand.[1]

1. Our Story – Fox’s & Burton’s Biscuit Heritage – FBC UK
2. Fox’s Biscuits
3. FOX’S BURTON’S COMPANIES (FBC) UK LIMITED overview – Find and update company information – GOV.UK