Branding: United Biscuits revamps snacks

United Biscuits has redesigned its range of bagged snacks following a reformulation to cut their saturated fat content by 50%.

Brands involved in the makeover include Skips, Nik Naks, Wheat Crunchies and Discos. The packs for Skips, Nik Naks and Discos incorporate a brightly-coloured strip saying '50% less saturated fat, same great flavour' and feature a sunflower logo to indicate that the products are made with sunflower oil.

United Biscuits has added a number of variants to coincide with the relaunch: BBQ Beef Discos, a Worcester Sauce Wheat Crunchies multipack and Scampi & Lemon Nik Naks, also in multipack.

The bagged-snacks category is worth £1.9bn, according to ACNielsen.

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content

3 great ads I had nothing to do with #64 Ben da Costa

Building brand humanity


Ikea sweeps up TV creativity award