United Biscuits (UB) has announced the introduction of new-look packaging and a revamped logo for its entire Jacob’s range.

UB has invested in the initiative as the next stage in its masterbrand strategy, which the manufacturer started in 2014 by bringing all savoury products under the banner of Jacob’s, with the exception of Carr’s. The redesigned packs are now available to retailers with the first products already rolling out in-store.

Ted Linehan, director of savoury brands at United Biscuits, commented: “We have launched a new look and feel for Jacob’s, as part of UB’s ongoing support of one of Britain’s most iconic brands.

“The revamped logo brings a smart, contemporary style to the range, keeping it fresh and exciting. Following the successful introduction of the Jacob’s masterbrand campaign, this will help us to continue growing through stronger on-shelf impact and easier range navigation for the brand in-store. We are confident this will help to extend Jacob’s appeal to all our customers."

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