United Biscuits has reformulated premium crisp brand Brannigans and relaunched it in its original brown paper-style packaging to cash in on retro enthusiasm.

The brand, which ditched the old packaging for a shinier, more modern design in 2000, has brought back moustachioed figurehead Mr Brannigan. On-pack cues will focus more heavily on Brannigans' heritage, ingredients and nutritional content and play up the fact its satfat content has been cut by 65%.

Helen Warren-Piper, director of bagged snacks at UB, expected nostalgic consumers would help the brand improve on the 18% sales growth to £2m that it saw last year. "We feel that the new packaging will strike a chord with those who remember crisps being packaged in brown paper bags," said Warren-Piper. The range consists of roast beef & mustard and smoked ham & pickle variants (rsp: 53p for a 40g bag).