Starting a directional change & putting its 132-year heritage of art, beauty & craftsmanship at the centre

Bahlsen, the family run biscuit company, has a bold and distinctive new look. This is one of the biggest developments of the brand’s identity in the company’s 132-year history and has been driven forward by the Bahlsen family alongside the Bahlsen marketing team, who are pioneering the revolutionary change together. UK consumers can expect to see the whole range of Bahlsen, including the UK’s favourite Special Treats brand Choco Leibniz, on supermarket shelves with its elegant new look from Spring 2021.

Embodying Bahlsen’s history of art, beauty and craftsmanship, the relaunch is expressed by a distinctive new look worthy of its iconic biscuits. Each pack proudly places the biscuit front and centre as a miniature work of art in itself, in an elegant and precise composition. The daring new design celebrates all the things that make Bahlsen… well, Bahlsen. The relaunch offers customers a pack identity that mirrors the care, craft and attention to detail that goes into making a Bahlsen biscuit – like one would expect from a German family owned company. Meanwhile, the colourful new design makes it easier for consumers to navigate to their favourite flavours in the portfolio and offers increased standout on-shelf.

With the advent of a new generation of the Bahlsen family taking the reins, they look to tell the stories behind the brand, bringing their rich, 132-year history to life. Bahlsen is even taking dauntless decisions to reinstate original product names from the brands  heritage by renaming Praline Squares as Ohne Gleichen (which, by the way, means “without equal” in German), a proud Bahlsen brand name for over 120 years .

Alongside the striking new look, the relaunch includes a fresh brand positioning and daring marketing strategy, which is supported by a £5m heavyweight 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. Bahlsen creates biscuits for people who believe life should be savoured and this updated attitude will feed through the brand’s identity going forward.

Jonathan Duffin, Chief Commercial Officer at Bahlsen, says: “Over the last year, nearly 1 million more households bought a Bahlsen biscuit, meaning that a record number of people are enjoying our products. 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 in the special treat biscuit category, while showcasing the brands unique heritage and quality.”

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