Burton’s Biscuit Co has given its Wagon Wheel biscuit brand a GBP2.5m (US$3.9m) revamp.
The relaunch will target the brand at teenagers and comprises a “new and improved” recipe, an additional variant and a packaging revamp.
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A limited edition caramel flavour will join the Original and Jammie variants, and a marketing campaign wil include nationwide cinema advertising from March to July, digital advertising and further innovation later in the year.
The brand’s revamped logo and pack design offers a more “adventurous” look, the firm said, while retaining original “iconic” elements associated with the brand.
“This is the biggest investment in Wagon Wheels for years,” said Burton’s Biscuit Co’s category and activation controller, David Costello. “The multimillion pound support package includes above the line, PR, digital activity, in-store activation and sampling. The re-launch marks the start of an exciting year for Wagon Wheels, with more NPD and brand support to come.”
The RRP is GBP1.69 per six-pack and GBP0.49 per single pack.
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