One of the UK’s largest biscuit manufacturers has changed its trading name and branding to further strengthen its position within the market.
St Albans-based Burton’s Foods, now known as the Burton’s Biscuit Company, solely produces biscuit products, including Cadbury Biscuits, Jammie Dodgers, Maryland Cookies and Wagon Wheels.
The company’s corporate rebrand includes a new logo, which will be incorporated into product packaging, in addition to a redesign of its website due to be completed by early 2012. It will also adopt a new strapline, ‘Making every day more of a treat’.
Ben Clarke, CEO of the Burtonʼs Biscuit Company, said: “The past two years have seen progressive changes at Burtonʼs, as weʼve transformed ourselves into a successful and dynamic UK manufacturing business. The rebrand, as part of this transformation, represents not only our past achievements, but also our future ambitions as we continue to go from strength to strength.”
The rebrand is all part of the company’s corporate strategy, initiated back in 2010, which looks to focus on delivering quality products, driving innovation in the biscuit category through its power brands and expanding its international presence.
The company operates manufacturing sites in Blackpool, Edinburgh and Llantarnam and employs over 2,000 people.