Border Biscuits is investing £4.3m over the next 12 months as it increases production capacity and repositions the brand following in-depth consumer research.
The firm is introducing new packaging, a new-look website and a major consumer and trade advertising campaign with the introduction of new characters – The Biscuitiers – with the strapline Border Biscuitiers Bake Better Biscuits.
The seven Biscuitier characters 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 activity, new packaging designs across the 21-strong Border Biscuits portfolio will also hit shelves nationwide from this month. The new packs “capture the personality of the brand” and aim to increase stand out on-shelf.
Lesley Ann Gray, Brand and Marketing Manager for the firm, 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.”
Border Biscuits features in the Top 20 Scottish brands and its Dark Chocolate Gingers are the nation’s best-selling chocolate-coated ginger biscuit.