Burton’s plans relaunch for Viscount biscuit brand

Burton’s Foods is relaunching its classic biscuit brand Viscount and introducing a new product to the range in a bid to raise awareness and boost sales. It is the first revamp of the brand for nearly a decade.

The new product, Viscount Minis, aims to give the brand a foothold in the sharing market and target younger women, who tend to buy biscuits and confectionery products to share. A redesign of the Viscount branding, carried out by Beswick Design, aims to raise the profile of the brand and also to return it to its positioning as a luxury biscuit for adults.

The Minis will come in tubs, which can be resealed, and a new praline variant has been added to the traditional mint and orange flavours. The core biscuit range has also had its packaging updated.

In 2000, Burton’s extended the brand into the snack bar market aimed at children’s lunchboxes. The bar was called the Minty Cool Bar, but it was considered the wrong direction for the brand. Minty Cool Bar has since been scrapped.

Burton’s Foods senior brand manager Lorna Merchant says the revamp aims to help the brand compete in the traditional biscuit market. The category has become increasingly competitive with the growing demand for “better-for-you” products and more indulgent biscuits.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here