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LU, the iconic biscuit brand renowned for its rich French heritage and delicious quality, is set to captivate the market with a new design and visual identity. This initiative aims to redefine indulgence in the biscuit category, establishing LU as a premium brand platform which oozes French sophistication and distinctiveness.
LU is the fastest growing brand in the Special Treat Biscuits segment, growing +28.7% value and +1.4ppt share[1]. Since its launch in 2021, LU’s heritage has resonated well with the UK audience, with the brand successfully bringing familiarity and a taste of the French LU bakery to shoppers. Consumers are also 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 fresh and sophisticated new packaging, clearly elevating LU’s brand identity and differentiating it from the market.
The entire range is presented using 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 beautifully crafted 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. Consumer feedback on the new design has been extremely positive, describing the new packaging as premium, high quality, classy and ‘more modern than normal biscuit packs.’ 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.
Kelly Lawrence, Brand Manager for LU at Mondelēz International says: “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.”
In a category where brands compete for similar moments of consumption, LU aims to seize the opportunity to stand out. By shifting from ‘owning a biscuit moment' to 'owning an attitude,' LU injects French flair into every bite.
All promotional and communication material will align to the new positioning.
[1] Nielsen discovery, Total coverage, 52 w.e. 08.03.25
