Border Biscuits unveils brand and packaging refresh

Border Biscuits has unveiled a new branding strategy involving a fresh brand identity, packaging formats and three new products.

The new look aims to make the brand the UK’s number one ‘accessible premium biscuit’, which it described as an “untapped segment” within the biscuits category, according to consumer research and its own brand review.

“Many shoppers are looking to trade up from ‘everyday’ products to more premium options that they can enjoy across ‘moments’ throughout the day”, the research said, mirrored in other categories, such as crisps, snacks, mixers and desserts.

As part of the re-brand, the business is adding three products to its portfolio, a Dark Chocolate Orange biscuit and bar, alongside a Dark Chocolate Raspberry biscuit.

“We’ve identified a real opportunity for Border Biscuits to lead the accessible premium category,” Border Biscuits Managing Director Paul Parkins said.

“We understand what consumers want, and our trusted brand and track record in innovation mean we’re in the perfect position to deliver it. We’re already outperforming the market in a growing category , and the brand repositioning will help retailers benefit from increased sales in the accessible premium category.”

The new products will hit shelves from March, while the new packaging will roll out across the wider portfolio in April.

The brand refresh will be supported with a £5m brand investment and “significant” capital investment.

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