Mondelēz-owned French biscuit brand LU has unveiled a new design and visual identity.
LU is the fastest growing brand in the Special Treat Biscuits segment, growing 28.7% value and 1.4ppt share. Since its launch in 2021, LU’s heritage has resonated with the UK audience, bringing familiarity and a taste of the French LU bakery to shoppers. Consumers are also said to be increasingly looking for biscuits which meet their demand for indulgence and pampering, all of which LU’s taste offers. The brand now reflects these cues in its sophisticated new packaging, elevating LU’s brand identity and differentiating it from the market.
The entire range is presented using distinctive, bright colours to differentiate each biscuit in the range and ensure strong standout on shelf. Each pack also carries real product photography to showcase the LU biscuits and the LU angel Pheme – the brand’s premium quality mark. The brand’s in-store messaging will include a ‘New design, same beautiful biscuits’ lock-up to reassure consumers that the product quality has not changed.
Kelly Lawrence, Brand Manager for LU at Mondelēz International, said: “At LU, we are excited to introduce our new distinctive and beautiful packaging to our biscuits. This launch is more than just a design change. It’s an invitation to experience ‘Le Petit Pleasure,’ bringing a touch of French elegance and delight to every LU moment. With this new pack design, we’re sure that LU can bring the French attitude of joie de vivre – the art of living with enjoyment and passion while savouring every little moment – to the category for shoppers to enjoy.”
All promotional and communication material will align with the new positioning.
