Premium biscuit manufacturer, Bahlsen, announces a comprehensive brand relaunch featuring a striking new packaging design, strategic repositioning, and four innovative product additions to its renowned range. This bold refresh aims to establish Bahlsen as an essential companion for everyday moments of joy and relaxation.
Following extensive market research and consumer testing, Bahlsen has developed a sophisticated new visual identity that enhances shelf visibility, while emphasising product quality and indulgence. The redesign, created by renowned brand-building agency Roman Klis, features a distinctive chocolate-drawn Bahlsen “B” on all chocolate-coated products and reintroduces the iconic Bahlsen blue as a unifying design element across the portfolio.
Alexander Kühnen, CEO of Bahlsen, commented: “We conducted extensive research into the needs of our consumers across key markets such as Germany, Italy and the UK. The new design and refreshed positioning directly respond to their desire for indulgence, clearer product structure, and the reintroduction of Bahlsen Blue as a distinctive brand marker.”
Roman Klis, CEO and Founder of the brand-building agency, added: “In their hectic everyday lives, consumers are looking for small, rewarding moments of time out. The new brand design brings the new positioning to life and lays the basis for consistent brand management and future success by developing protectable brand elements.”
Deliciously Crafted, Sustainably Sourced
With over 135 years of biscuit-making expertise, Bahlsen continues to pair quality ingredients with a passion for indulgence. As part of the relaunch, the brand is reinforcing its commitment to responsible sourcing. All Bahlsen-branded chocolate products are made using Rainforest Alliance-certified cocoa—a claim now clearly visible on the back of each pack. Every bite is as thoughtfully made as it is delicious, offering consumers moments of mindful indulgence that don’t compromise on ethics.
Four BRAND NEW Indulgent Innovations Join the Bahlsen Portfolio
Complementing the visual refresh, Bahlsen unveils four exciting new products that perfectly embody the brand’s commitment to quality, indulgence and craftsmanship:
- Bahlsen Choco Leibniz Caramel Flavoured Milk Chocolate, £2.25 RRP (all pricing at retailer discretion): A sophisticated twist on the fan-favourite Choco Leibniz, this new variant features a crisp butter biscuit set into a generous tablet of caramel-flavoured milk chocolate. Crafted with more chocolate than biscuit and framed with 46 perfectly formed ‘teeth’ for that signature satisfying snap.
- Bahlsen Hazelnut Cream and Choc, £2.25 RRP (all pricing at retailer discretion): This innovative new addition pairs a crunchy butter biscuit with a creamy hazelnut milk filling, covered in milk chocolate. Perfect as an afternoon sweet treat or a hazelnut accompaniment to hot drinks, this variant delivers a rich, rewarding escape from the everyday.
- Bahlsen Messino Minis, £1.75 RRP (all pricing at retailer discretion): Delicate sponge cakes filled with zesty orange and covered in dark chocolate, now in a convenient bite-sized format. These sophisticated treats are perfectly positioned, making them ideal for on-the-go moments, sharing occasions, picnics, or desk-side snacking.
- Bahlsen Choco Leibniz Minis, Milk, £1.75 RRP (all pricing at retailer discretion): A miniature version of the classic favourite, offering the perfect portion-controlled indulgence. These versatile treats can enhance home baking as decorative elements, serve as sophisticated additions to desserts, or simply provide the perfect small-format dunking experience.
