# Accessible Premium Biscuit Products Border Biscuits are Debuting a New Look and Products By Michael Hemsworth | Published 2022-03-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/border-biscuit References: [conveniencestore](https://www.conveniencestore.co.uk/products/border-biscuits-looks-to-tap-into-accessible-premium-sector/665547.article) & [borderbiscuits](https://www.borderbiscuits.co.uk)  UK-based Border Biscuits is debuting a new branding identity, packaging, and products in a bid to help further solidify itself as an accessible premium lineup of goods for consumers to choose from. The brand will be showing off a more refined branding aesthetic that focuses on clean lines and color blocking while also introducing three new products to its portfolio. This includes a Dark Chocolate Orange Biscuit and Bar and a Dark Chocolate Raspberry Biscuit. Managing Director at Border Biscuits Paul Parkins commented on the new direction for the brand, saying, "We’ve identified a real opportunity for Border Biscuits to lead the accessible premium category. We understand what consumers want, and our trusted brand and track record in innovation mean we’re in the perfect position to deliver it. We’re already outperforming the market in a growing category, and the brand repositioning will help retailers benefit from increased sales in the accessible premium category." ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 14% | Activity: 31% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Accessible Premium Biscuits:** Border Biscuits is debuting a new branding identity and packaging with a focus on clean lines and color blocking to offer accessible premium biscuit products. - **Innovation in Biscuit Flavors:** Border Biscuits is introducing three new products to its portfolio, including a Dark Chocolate Orange Biscuit and Bar and a Dark Chocolate Raspberry Biscuit. - **Consumer-driven Branding:** Border Biscuits is repositioning itself as an accessible premium brand by understanding and meeting consumer demands. ### Sectors Adopting This - **Food Industry:** Border Biscuits' innovation in flavors and branding offers disruptive potential in the food industry. - **Retail Industry:** Border Biscuits' brand repositioning has the potential to increase sales in the accessible premium category, benefiting retailers. - **Consumer Goods Industry:** Border Biscuits' focus on delivering what consumers want and innovating in their product line offers disruptive potential in the consumer goods industry. ## Related on Trend Hunter - [Revamped Sweet Biscuit Ranges](https://www.trendhunter.com/trends/maryland-choc-caramel-cookies.md) - [Indulgent Snacking Biscuits](https://www.trendhunter.com/trends/mcvities-signature.md) - [Bite-Sized Brownie Rebrands](https://www.trendhunter.com/trends/bytem-brownie-bites.md) - [Chocolate-Paired Biscuit Snacks](https://www.trendhunter.com/trends/bahlsen-biscuit.md) - [Upgraded Brand Packaging Schemes](https://www.trendhunter.com/trends/higgidy.md) - [Festive Everyday Biscuit Branding](https://www.trendhunter.com/trends/foxs-burtons.md) - [Bakery-Inspired Shortcake Biscuits](https://www.trendhunter.com/trends/thomas-fudges-viennese-swirls.md) - [Premium Tea Time Biscuits](https://www.trendhunter.com/trends/foxs-fabulous-chocolatey-indulgent-creams-biscuits.md) - [Modernized Dark Chocolates](https://www.trendhunter.com/trends/cadbury-bournville.md)