Mondelez has unveiled a new design and visual identity for French biscuit brand LU.
Through the new look, the entire LU range features distinctive, bold 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 - uncovered from the LU archive to celebrate the rich heritage of the brand in its modern design.
The brand’s in-store messaging will include a ‘New design, same beautiful biscuits’ lock-up to help and reassure consumers that the product quality has not changed, meanwhile all promotional and communication material will align to the new positioning.
The range comprises LU Le Petit Chocolat 100g PMP RRP: £1.89; LU Le Petit Chocolat 100g RRP: £2.25; LU Le Petit Citron 140g RRP: £2.25; LU Le Petit Beurre 167g RRP: £2.25; LU Le Petit Biscotte 200g RRP: £2.25 and LU Le Petit Cookie 184g RRP: £2.25.
The LU brand was launched in the UK in 2021 and according to Nielsen data, LU is the fastest-growing brand in the Special Treat Biscuits segment, growing +28.7% value and +1.4ppt share.
Commenting on the new look, brand manager for LU at Mondelēz International, Kelly Lawrence, 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.”
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