Border Biscuits cooks up £4.3m brand shakeup

Biscuit maker Border Biscuits has invested £4.3m in a rebrand as it looks to increase its production and attract more consumers.

The rebrand involves new packaging, a new look website and a large scale consumer and trade advertising campaign, which will introduce seven new characters - The Biscuitiers, with the strapline Border Biscuitiers Bake Better Biscuits.

The characters will be introduced via a trade advertising campaign kicking off this month, followed by a national TV campaign rolling out from March.

New packaging designs, created by Coley Porter Bell, will roll out across its 21 strong portfolio nationwide from this month. The new packs aim capture the personality of the brand and increase stand out on shelf.

Brand and marketing manager Lesley Ann Gray said: “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.”

The Lanark based Border Biscuits is an independent owned family run business and was founded in 1984.