Lotus Biscoff launches new retail pack design


Lotus Biscoff is delighted to unveil the launch of an iconic and bold new packaging design which it will extend across the retail range. The impactful, eye-catching red colour which is synonymous with the Lotus Biscoff brand is now the backdrop for the centrepiece of the design – the Lotus Biscoff biscuit itself.

The striking new packaging will fully transform the look of the brand across its Retail, further increasing brand recognition and providing a strong shelf impact. Mirroring the look of the individually wrapped biscuit, with 130 million biscuits being enjoyed as part of a customer’s ‘coffee moment’ each year when out of the home, this new look forms a cohesive, recognisable brand identity across the Lotus Biscoff retail range, with the brand first and foremost associated with its great tasting, much-loved biscuit.

Bright, bold and contemporary, the design reflects a simple yet modern and sleek feel on shelf, reflecting that ‘Special Treat’ status that it has acquired with customers. The instantly recognisable packaging creates a clear brand presence on shelf, as well as including new smaller details such as the coffee cup line drawing. This new addition is simplistic and playful, linking to the 2017 and upcoming 2018 TV advertising campaigns which features an animation of this Lotus Biscoff ‘craving cup’.

On the back of the pack, the nation’s favourite coffee biscuit is again featured with all of the detail and crispness of the front image. There is also a new section which includes the Lotus Biscoff brand heritage to further communicate the authenticity of the brand to customers. Frances Booth, category marketing manager, explains how the new pack fits with the ongoing strategy:

“Our ongoing strategy is to create a fully aligned and united design of the Lotus Biscoff brand across European markets, including the UK. With this new re-design, we now have a fully cohesive brand identity across both retail and out of home sectors, which will aid overall brand recall from our ever expanding and loyal customer base.  Providing retailers with products which are bold and easily recognisable is extremely important and continues to increase shelf visibility and sales.”