Burton’s rebrands to focus on biscuits

Burtonʼs Foods, which owns Jammy Dodgers and Maryland Cookies, is rebranding as Burtonʼs Biscuit Company in a bid to reflect its position as a premium biscuit manufacturer.

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As part of the rebrand Burton’s has added a new strapline for the business: “making every day more of a treat”.

The company says the rebrand represents a significant milestone in its two-year transformation and supports its “progressive business strategy”. In 2010 it set out a corporate strategy to drive innovation through its “Power Brands” and maintain the “agility” of its brands and corporate structure.

Ben Clarke, CEO of the Burtonʼs Biscuit Company, says: “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 roll out of the new branding across packaging and online will be completed by early 2012.

The company also makes Cadbury biscuit products under license from the confectionery company.

The new logo was designed by design agency SomeOne.

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