Soaring Phileas Fogg snacks get new pack design

United Biscuits UK today announces the launch of the Phileas Fogg marketing campaign for the first quarter of 2010. The campaign, which is worth £2m, will include new pack designs and a TV new advert that starts on 15th February.

The new TV advert expands on the 2009 theme of highlighting the authenticity of the Phileas Fogg ingredients and how they are sourced.

The new pack design will use more colour to help consumers distinguish between different flavours in the range and use larger imagery to increase understanding of Phileas Fogg’s unique selling point of ‘authentic tastes from around the world’. The pack design will also include GDAs on the front of pack to inform consumers as they enjoy Phileas Fogg’s range of snacks as part of a well-balanced diet.

Helen Warren-Piper, Marketing Director of Bagged Snacks at UBUK, comments: “Since it’s re-launch last year, Phileas Fogg has grown to become worth almost £12m at RSV and has had a significant impact on growing the Premium bagged snacks segment, which is up 7% YOY and worth £517m.  The range and indeed the adult bagged snacks segment has benefited from the growing number of social and entertaining occasions taking place in the home.”