Border Biscuits in multi-million pound rebrand

Border Biscuits in multi-million pound rebrand

Iconic Scottish brand Border Biscuits is investing £4.3m over the next year in a major rebrand.

The premium biscuit manufacturer hopes to increase production capacity and reposition the brand after conducting in-depth market research.

The firm is introducing stylish new packaging, a new look website and a major consumer and trade advertising campaign with the introduction of iconic new characters - The Biscuitiers, with the strapline ‘Border Biscuitiers Bake Better Biscuits.’

The seven Biscuitier characters, each with their own unique personalities, will be introduced via a trade advertising campaign kicking off this month, followed by a national TV campaign rolling out from March.

To coincide with the trade advertising campaign, contemporary new packaging designs across its 21 strong portfolio, will also hit shelves nationwide as of this month.

Brand and marketing manager, Lesley Ann Gray, said: “We’re a family owned business and all of our staff share our vision of making exceptional biscuits that people love and we go to great lengths to do this.

“We really wanted to tell this story through our biscuit portfolio and feel the Family Biscuitiers creative really encapsulates the company ethos.

“Our new packaging was introduced following extensive consumer research and will appeal directly to our loyal customers, who’ve supported the brand for over 30 years as well as attracting new ones to the brand.

“We have introduced a new cookie range and further new products will be added throughout the year to enhance the brand offering.”