Bahlsen unveils new biscuit branding

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Bahlsen, the family-run biscuit company, has unveiled a distinctive new look in one of the biggest brand identity developments of the company’s 132-year history.

UK consumers can expect to see the whole range of Bahlsen, including Special Treats brand Choco Leibniz, on supermarket shelves with its new look from Spring 2021.

With the advent of a new generation of the Bahlsen family taking the reins, they look to tell the stories behind the brand, and Bahlsen is even reinstating original product names from the brand’s heritage by renaming Praline Squares as Ohne Gleichen (“without equal” in German), a Bahlsen brand name for over 120 years .

Alongside the new look, the relaunch includes a fresh brand-positioning and marketing strategy, supported by a £5m media investment across TV, digital, print, shopper and social media that will be rolled out through 2021 from April 10th.

This contemporary new brand positioning has been designed to appeal to a broad consumer base, nurturing existing customers while also helping new ones discover the brand.

“Over the last year, nearly one million more households bought a Bahlsen biscuit, meaning that a record number of people are enjoying our products,” said Jonathan Duffin, Chief Commercial Officer at Bahlsen. “During this time, Bahlsen was also the fastest growing manufacturer of sweet biscuits in the UK, gaining share across all the top retailers. With the relaunch, we aim to build on this success, and believe that our new bold and distinctive brand direction will continue to attract new shoppers and support incremental growth.”