Lidl has added a new range premium Scottish biscuits to its private-label products in the UK.
The McAllister’s range is described as ‘a celebration of Scottish baking’ and will seek to encourage consumers to trade into the retailer’s own-label portfolio.
It includes oat biscuits in apple and cranberry, coconut and treacle, and dark chocolate ginger flavours; shortbread rounds, chocolate chip shortbread rounds and shortbread fingers; plus a ‘lower-tier’ selection of savoury oatcakes. It was designed by London agency Biles Hendry.
The brief was to create ‘distinctive and desirable packs’ that capture the imagination, and which can compete with premium supermarket offerings elsewhere.
Biles Hendry developed anthropomorphic designs featuring illustrations of archetypal Scottish animals – such as a highland cow, blackface ram and mountain hare – wearing traditional Scottish dress. The juxtaposition of the animal head and human body provides eccentricity and a sense of fun rarely seen in traditional biscuit packaging, Biles Hendry said, while also imbuing the products with a strong sense of heritage and provenance.
The lower-tier selection sees the quirky characters step aside but retains the ‘Glasgow school’, Rennie Mackintosh-esque background pattern details, and features photographic serving suggestions.
© FoodBev Media Ltd 2021
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