Burton's Foods is rebranded Burton's Biscuit Company
Burton's Foods is undergoing a rebranding in order to position itself as a premium biscuit business.
According to the Grocer, the company will be known as Burton's Biscuit Company from this month and is to receive new printed labels with a better logo and strapline.
The Burton's Biscuit Company slogan will be "making every day more of a treat", which the company said will better communicate its focus.
Burton's chief executive Ben Clarke said he wanted it to be clear that the company is proud to sell biscuits alone.
"We're a new company, with new aspirations and new results - unprecedented in our financial history - and we want to make sure our name and the way we present ourselves is aligned to that," he added.
Any company rebranding in the same way as Burton's could benefit from creating promotional labels, perhaps with money-off vouchers for further purchases in order to tempt buyers.
Denny Bros Ltd, 28 November 2011
