Evolving the nation’s most treasured biscuit
United Biscuits, a prominent UK biscuit manufacturer, approached Bow & Arrow to innovate their product offering across their major brands: Digestives, GoAhead, and HobNobs.
Compared to the chocolate and confectionary category, where products have already evolved to serve current consumer trends and behaviours, the biscuit category has largely stayed the same (or stale) for decades, consequently losing out on market share. This project presented a huge opportunity for change.
SMASHING NEW GRouND
We led truly category-defining innovation for the UK biscuit industry, whilst retaining the well-loved taste and texture of the Digestive biscuit range in a modern, more relevant format.