Mondelez unveils a new pack design for LU

Mondelez International has unveiled a new pack design for LU, the biscuit brand renowned for its French heritage.

LU is the fastest growing brand in the special treat biscuits segment, up by 28.7% in value (Nielsen).

Since its launch in 2021, LU’s heritage has resonated well with the UK audience. Consumers are also increasingly looking for biscuits that meet their demand for indulgence and pampering. The brand now reflects these cues in its fresh new packaging, elevating LU’s brand identity and differentiating it from the market.

The 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 and the LU angel Pheme – the brand’s premium quality mark – uncovered from the LU archive.

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 pack’. The brand’s in-store messaging will include a ‘New design, same beautiful biscuits’ lock-up to reassure consumers that the product quality has not changed.

Kelly Lawrence, brand manager for LU at Mondelez International says: “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.”

All promotional and communication material will align to the new positioning.