Mondelez has unveiled a sophisticated new pack design and visual identity for its LU biscuit brand.
The move aims to “redefine indulgence in the biscuit category, establishing LU as a premium brand platform which oozes French sophistication and distinctiveness”.
The entire range features distinctive, bold bright colours to differentiate variants and ensure strong standout on shelf. Each pack also carries real product photography to showcase the biscuits, and the brand’s angel logo.
In-store messaging will include a ‘New design, same beautiful biscuits’ slogan to help and reassure consumers that the product quality has not changed.
LU is the fastest-growing brand in the Special Treat Biscuits segment, growing +28.7% value and +1.4% share.
