Posh biscuits supplier Bahlsen has unveiled a “comprehensive brand relaunch”, with updated pack designs and four new products.
It has resurrected its old blue branding, which now runs across its entire portfolio as a “unifying design element”.
Bahlsen has also introduced a chocolate-drawn ‘B’ to packs of its chocolate-coated products.
The “sophisticated” new visual identity aimed to emphasise “product quality and indulgence”, said Bahlsen.
It marks a major u-turn on Bahlsen’s last redesign, which hit shelves in 2021. Billed at the time as “one of the biggest developments of the brand’s identity in the company’s 132-year history”, the revamp saw Bahlsen ditch its uniform blue branding and roll out coloured packs across its range.
This latest redesign, however, was based on “extensive research into the needs of our consumers across key markets such as Germany, Italy and the UK,” said Bahlsen CEO Alexander Kühnen.
“The new design and refreshed positioning directly respond to their desire for indulgence, clearer product structure, and the reintroduction of Bahlsen blue as a distinctive brand marker,” Kühnen added.
It coincides with the rollout of four new products, including a caramel chocolate spin-off for Choco Leibniz and Hazelnut Cream & Choc, which pairs a butter biscuit with a hazelnut cream filling, covered in milk chocolate (both £2.25).
Bahlsen has also added mini formats for Choco Leibniz Milk and Messino Dark (both £1.75), offering “portion-controlled indulgence” and catering to sharing occasions.
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