The new cleaner packaging design will feature Biscoff as the core brand in a larger font for improved customer brand recognition, with the reduced Lotus marque acting as an endorsement to the core brand.
Frances Booth, category development & marketing manager at Lotus Bakeries says: “This greater focus on Biscoff on the packaging will immediately grab the customer’s eye in-store with most consumers regularly referring to the brand simply as, Biscoff.”
The roll out of the rebrand will first begin to be seen on the sweet spreads and biscuit packaging before it is extended to ice cream and confectionary later in the year.
