Border Biscuits has unveiled a new positioning and brand identity, new packaging formats and three new products that tap into the latest flavour trends.
The new look is part of a new strategy aimed at becoming the UK’s number one ‘accessible premium’ biscuit brand and at unlocking a category opportunity worth £190m to retailers.
Based on consumer research and a brand review, the family-owned biscuit brand said it has identified an untapped segment within the biscuits category: accessible premium. The study suggested that many shoppers are looking to trade up from ‘everyday’ products to more premium options that they can enjoy during ‘moments’ throughout the day.
Border Biscuits stated that it is on a mission to encourage consumers to trade up from an everyday biscuit and to become the lead brand for accessible premium biscuits. It will be looking to use a multi-media strategy and will need new creatives to achieve its new objectives. Can you help this business with its new strategy and brand image?