UPGRADED manufacturing facilities and updated packaging are among the plans for £4.3m worth of spending by Border Biscuits this year.
In the factory, the upgrades are designed to increase production and on the shelves new packaging is designed to increase impact.
Brand and marketing manager Lesley Ann Gray said: “Our new packaging was introduced following extensive consumer research and will appeal directly to our loyal customers who’ve supported the brand for over 30 years as well as attracting new ones to the brand.
“We have introduced a new cookie range and further new products will be added throughout the year to enhance the brand offering.”
Border has also created a new website and introduced seven characters, The Biscuitiers, for advertising and marketing activity.
Gray reported that Border has started 2016 strongly and said: “With a retail value of £12.1m up 2.7% year on year, we are ranked 16 in the top 20 sweet biscuits in the UK.
“We are the 20th biggest Scottish food and drink brand and 42% of our retail business is in Scotland.”
Gray added that more than 26m of Border’s mini packs, featuring favourites from the range are sold every year and says that’s a 21% increase in volume and 20% increase in value year on year.
She continued: “Our timeless Classic range which we’ve been baking for over 30 years, using only the finest ingredients and traditional techniques, is at the heart of our brand portfolio and continues to go from strength to strength.
“Our social media channels continue to grow.
“Innovation and NPD continues to drive the brand and we have introduced additions to the range including a larger 400g sharing pack.
“We’re also looking forward to some exciting new developments across our best-selling varieties.”
