Fox’s Burton’s company delivers key brand refresh for Party Rings series
Fox's Burtons, exhibiting at the last ISM Middle East, is set to launch a newly packaged version of its Party Rings series. Pic: Neill Barston
UK confectionery business, Fox’s Burton’s Companies (FBC), has delivered a core brand refresh for its classic Party Rings brand, focused on bold new packaging, writes Neill Barston.
As the company explained to Confectionery Production magazine, its move has been designed to create greater shelf-awareness amid a notably competitive market segments.
Its latest packaging features a vibrant ‘Colour Me In’ illustrations that invite playful interaction, in support of a UK market that is worth a reported £20 million, and 56% repeat purchase rate.
Significantly, the company confirmed that the Party Rings biscuits themselves have also been updated, now featuring a newly moulded base to enhance visual appeal.
Moreover, the company, which is owned by a Ferrero related business, has moved to place the packs on shelves from last month, and the roll-out of the new design continues over the summer.
The packaging refresh has been designed in partnership with creative agency Coley Porter Bell. With packs now widely available, FBC is investing over £1.5 million in a high-impact above-the-line campaign under the platform ‘Live Life in Full Colour’, featuring bright creative developed with McCann Manchester.
David Hebson, Trade Marketing Director at FBC, said: “Party Rings is already one of the UK’s most iconic biscuit brands. For over 40 years, those bright blue packs and pastel icing have brought a sense of joy to British households. Now, we’re giving the brand the investment it deserves — bringing it to life in bold, colourful ways that celebrate imagination, creativity, and fun.
“And it doesn’t stop at packaging. Our brilliant development team has channelled that same spirit into a wave of exciting NPD, including our limited-edition Strawberry flavour and the playful new Under the Sea Minis format.”
