Border Biscuits rebrand

Source: Border Biscuits

The new products will roll into Sainsbury’s at the end of the month, with wider distribution to follow

Border Biscuits has been given a major refresh, complete with a new look and a trio of NPD, in what it claims is the “biggest move in its 38-year history”.

The brand will roll out new look packs in April across its range in a bid to become “the UK’s number one ‘accessible premium’ biscuit”, it said.

A duo of new biscuits meanwhile - Dark Chocolate Orange biscuits and Dark Chocolate Orange bars - will roll into Sainsbury’s at the end of the month, with wider distribution to follow. A third, Dark Chocolate Raspberry biscuits, will follow later in the year.

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

Border Biscuits said it had identified an untapped segment within the biscuits category, with in-house research suggesting shoppers were “looking to trade up from everyday products to more premium options that they can enjoy across moments throughout the day”, it said.

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This had been achieved in other categories by the likes of Kettle Chips, Fever-Tree and Gü, which had “already delivered substantial growth opportunities in the accessible premium category”, the brand added.

“We understand what consumers want, and our trusted brand and track record in innovation mean we’re in the perfect position to deliver it,” said Border Biscuits MD Paul Parkins.

The brand planned to use its “success in Scotland as a springboard for future growth in a category with huge potential UK-wide”, he added.

It comes after a strong year for Border, which grew its value sales by 9.6% to £17m in the 52 weeks to 11 September 2021 [NielsenIQ].