First Ever Pack Redesign for Duchy Originals Range

Duchy Originals said the new packaging, which features an image depicting a wood etching of the Duchy Home Farm, would reinforce the firm's origin and "better communicate the commitment to good, sustainably-produced food".

20/02/09 Redesigned Duchy Originals biscuits packs will hit supermarket shelves in March to accompany the launch of new raft of flavours.

Duchy Originals said the new packaging, which features an image depicting a wood etching of the Duchy Home Farm, would reinforce the firm's origin and "better communicate the commitment to good, sustainably-produced food".

It is the first redesign since the Prince of Wales created the firm in 1990 and will be rolled out to all Duchy Originals ranges by the end of the year.

Four Brand Communications won the pitch to redesign the packs and senior creative director Gary Botton said the new look would "strengthen the loyal fan base while also attracting new customers".

Duchy Originals commercial director John Luck said: "Duchy Originals packaging has always been distinctive but this new look will ensure the ingredients and provenance of our products are clearly reflected by excellent packaging."

The new biscuit ranges will include flavours such as Organic Hazelnut & Cranberry and Organic Sweet Oaten & Heather Honey.