Bahlsen, the family-run biscuit company, is relaunching two of its indulgent treats with new brand names and packaging.

First Class and Messino will now be branded Praline Squares and Luxury Jaffa Cakes respectively. The latter, a light sponge biscuit with a full layer of zesty Italian Messino orange jelly and a delicate dark chocolate topping, is now available at wholesalers.

The new descriptive product name ‘Luxury Jaffa Cakes’ is designed to help shoppers recognise what is behind the pack, whilst emphasising the quality taste credentials of the Jaffa cake, said the company.

Julien Lacrampe, trade marketing manager at Bahlsen, commented: “With the increased growth in the Special Treats category we felt the time was right to enhance Luxury Jaffa Cakes and Praline Squares with new brand names that will help shoppers understand both products more. The new brand names will also help to drive trial amongst new shoppers bringing further growth to the sector.

“We look forward to rolling out the rest of the range in new packaging and providing further impetus for retailers to keep a well-stocked shelf of Bahlsen biscuits.”