Border Biscuits, the premium sweet biscuit producer, has launched a major rebranding and advertising programme along with a new biscuit range.

The move is part of a £4.3m investment in the company over the next 12 months, which is also seeing a second production line being added to its Lanarkshire facility.

The rebranding includes a new website, new packaging for all the company’s 21 products and a trade advertising campaign created by Edinburgh-based agency Guy & Co. The trade campaign includes seven ‘Biscuitier’ animated characters and will be followed by a TV campaign in March.

’Cookies’ range

Meanwhile, the ‘Cookies’ range has been launched to coincide with the campaign, featuring White Chocolate & Strawberry, Double Dipped Chocolate, Divinely Chocolate and Chocolate, Stem Ginger & Orange flavours. Currently available at various wholesalers, the range will also be launching in supermarkets and other retailers later in the year.

Lesley Ann Gray, brand and marketing manager at Border Biscuits, said: “We’re a family owned business and all of our staff share our vision of making exceptional biscuits that people love. We go to great lengths to do this. We really wanted to tell this story through our biscuit portfolio and feel the Family Biscuitiers creative really encapsulates the company ethos.

“Our new packaging was introduced following extensive consumer research and will appeal directly to our loyal customers, who’ve supported the brand for over 30 years, as well as attracting new ones to the brand. We have introduced a new cookie range and further new products will be added throughout the year to enhance the brand offering.”