Fox's Biscuits wants to establish the Ambers range as its flagship brand by launching what it claims is its biggest marketing campaign to date to push the "everyday indulgence" biscuits.

The UK Northern Foods-owned business aims for the Ambers brand to clarify Fox's proposition.

Fox's Biscuits business director Rachel Moffatt said: "Although we are known for making better biscuits, there's not any one brand that people identify with. Ambers encompasses everything Fox's Biscuits stands for in one clear range."