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.


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.

Latest from Marketing Week


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


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.


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.


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