Fresh Packaging Created at Bahlsen

The evolutionary design will help the brand achieve greater stand out on the biscuit fixture and widen its appeal amongst younger consumers.

11/10/08 Continental biscuit manufacturer Bahlsen has unveiled a redesign, launching fresh packaging across its core range from the Autumn.

The new look, created by design house Ropelius, of Hamburg Germany, is aimed at refreshing the brand and strongly signalling the premium quality and exceptional craftsmanship of it products.

Bahlsen's flagship brand Choco Leibniz, along with First Class, Messino, Messino Minis and Deloba will all receive the makeover from September this year. The evolutionary design will help the brand achieve greater stand out on the biscuit fixture and widen its appeal amongst younger consumers.

The redesign incorporates two key changes. The revised brand logo retains and enhances the Bahlsen signature with gold detailing, whilst the premium blue background, completely replaces the yellow and green from Bahlsen's existing colour palate. A date stamp will further emphasise the brand's continental heritage, since 1889 and newly shot product images will be used to capture the warmth and richness of the Bahlsen brand, and significantly increase appetite appeal.

Jon Dance, marketing manager at Bahlsen, said: "Bahlsen products are already a popular choice with UK consumers. By redesigning our packs we now feel that they very much strengthen and better reflect our premium position in the UK, and will to appeal to today's modern and more discerning biscuit purchasers."

Already the leading continental biscuit brand in the UK, Bahlsen is looking to grow market share from branded and own label competitors. The redesign will be supported by a TV ad campaign later in the year.