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Traditional meets modern: New...

Traditional meets modern: New brand image for Tekrum

22 Jun 2012
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Contemporary design, new packaging formats and a greater differentiation of varieties on the shelf: For more then 100 years, Tekrum has stood for premium quality fine biscuits and special enjoyment – now from June Griesson - de Beukelaer (GdB) presents the traditional brand in a completely new look.

Contemporary design, new packaging formats and a greater differentiation of varieties on the shelf: For more then 100 years, Tekrum has stood for premium quality fine biscuits and special enjoyment – now from June Griesson - de Beukelaer (GdB) presents the traditional brand in a completely new look. GdB will be underlining the premium claim of the ten biscuit specialities with modern product illustrations, while at the same time the new division into three categories (biscuit assortments, specialities and classics) will make the range easier to understand and guarantee additional sales for retailers.

The biscuit assortments – the “masterpieces” with selected premium varieties plus the “Feine Auslese” with crisp and crunchy fine confectionery – will be clearly enhanced by the new square gift format. The specialities category includes the blackcurrant tartlets and the trendy shortbread. In future both products will be offered in packs with a see-through panel to make them immediately noticeable at the POS. They will be characterised by the same high quality design with black and white photos as the classics in the product range – Florentines, Nussecken (hazelnut triangles), mini “bee sting” cakes, bite-size Sacher cakes, bite-size pyramid cakes and the almond crescents, Germany’s most popular fine biscuits.

Tekrum is the uncontested Number One in the premium confectionery segment. The biscuits are still created today with plenty of attention to detail following confectioners’ recipes and using the best ingredients. The relaunch will be supported by eye catching secondary displays and tastings at the POS.

Source: Griesson - de Beukelaer

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