NPD AND MEDIA
PICKS OF THE WEEK – BORDERS BISCUITS
BORDER BISCUITS UNVEILS BRAND AND PACKAGING The new look aims to make the brand the UK’s most ‘accessible premium biscuit’.
Border Biscuits has unveiled a new branding
day”, the research said, mirrored in other catego-
strategy involving a fresh brand identity, packaging
ries, such as crisps, snacks, mixers and desserts.
formats and three new products.
The company is also adding three products
The new look aims to make the brand the UK’s
to its portfolio - a Dark Chocolate Orange biscuit
number one ‘accessible premium biscuit’, which
and bar, alongside a Dark Chocolate Raspberry
it described as an “untapped segment” within the
biscuit - as part of the re-brand.
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
“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.
22 I SLRMAG.CO.UK / ISSUE 99 / WEDNESDAY 6TH APRIL 2022
