21.01.2015

United Biscuits refreshes Jacob's branding

United Biscuits has revamped the packaging and logo across its Jacob's range as part the masterbrand strategy the FMCG company kicked off last year, which saw all savoury products fall under the Jacob's banner aside from Carr's.

The new logo aims to bring a smarter, contemporary style to the range, in order to keep it fresh. Ted Linehan, director of Savoury Brands at United Biscuits, commented on the new packaging and logo: “We have launched a new look and feel for Jacob’s, as part of UB’s ongoing support of one of Britain’s most iconic brands. "Following the successful introduction of the Jacob’s masterbrand campaign, this will help us to continue growing through stronger on-shelf impact and easier range navigation for the brand in-store. We are confident this will help to extend Jacob’s appeal to all our customers.”

United Biscuits began to roll out its £12m advertising campaign for the new strategy in February last year. The savoury snack market in the UK is expanding at five per cent year-on-year with Jacob’s owning almost 30 per cent of the savoury biscuit and branded snacks market.


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