Fox’s Burton’s Companies (FBC) has unveiled a new look for its Party Rings brand, rolling out refreshed packaging across the full range this summer. The redesigned packs – developed to improve shelf standout and engage a modern audience – feature “Colour Me In” illustrations that “invite playful interaction”.
As part of the restage, the Party Rings biscuits have also been updated, now featuring a newly moulded base to enhance visual appeal.
Alongside the roll out of the packaging refresh, FBC is investing over £1.5m in an above-the-line campaign under the platform ‘Live Life in Full Colour’. It brings “joy, colour, and imagination” to the forefront of everyday life, positioning Party Rings as the biscuit that “brightens the mundane”. Running across OOH, radio and bus wraps throughout the summer, the campaign is expected to reach 85% of Party Rings’ core audience.
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.”
