This week, the UK biscuit manufacturer Burton's Foods announced that it was shedding the generic "Foods" tag to become "Burton's Biscuit Company". It also adopts the slogan "making every day more of a treat" and introduces a new "light-hearted" corporate identity to fit the friendlier name, reflecting the proud history behind the Burton's name.
The new identity was created by the London agency SomeOne. They also created a "brand cookie" with the company's brands baked in.
Burton's owns brands like Maryland Cookies, Jammie Dodgers and Wagon Wheels. It also has a licensing agreement with Cadbury, which means it manufactures products like Cadbury Fingers and Cadbury Digestives.
It is said the new branding will implemented by early 2012.