LU UNVEILS SOPHISTICATED NEW PACK DESIGN FOR 2025 

LU, the iconic biscuit brand renowned for its rich French heritage and delicious quality, is set to captivate the market with a new design and visual identity. This initiative aims to redefine indulgence in the biscuit category, establishing LU as a premium brand platform which oozes French sophistication and distinctiveness.  

LU is the fastest growing brand in the Special Treat Biscuits segment, growing +28.7% value and +1.4ppt share¹. Since its launch in 2021, LU’s heritage has resonated well with the UK audience, with the brand successfully bringing familiarity and a taste of the French LU bakery to shoppers. Consumers are also increasingly looking for biscuits which meet their demand for indulgence and pampering, all of which LU’s taste offers. The brand now reflects these cues in its fresh and sophisticated new packaging, clearly elevating LU’s brand identity and differentiating it from the market. 

The entire range is presented using distinctive, bold bright colours to differentiate each biscuit in the range and ensure strong standout on shelf. Each pack also carries real product photography to showcase the beautifully crafted LU biscuits and the LU angel Pheme - the brand’s premium quality mark - uncovered from the LU archive to celebrate the rich heritage of the brand in its modern design. Consumer feedback on the new design has been extremely positive, describing the new packaging as premium, high quality, classy and ‘more modern than normal biscuit packs.’ The brand’s in-store messaging will include a ‘New design, same beautiful biscuits’ lock-up to help and reassure consumers that the product quality has not changed.  

In a category where brands compete for similar moments of consumption, LU aims to seize the opportunity to stand out. By shifting from ‘owning a biscuit moment' to 'owning an attitude,' LU injects French flair into every bite.  

LU Le Petit Chocolat 100g PMP RRP* - £1.89 
LU Le Petit Chocolat 100g RRP* - £2.25 
LU Le Petit Citron 140g RRP* - £2.25 
LU Le Petit Beurre 167g RRP* - £2.25 
LU Le Petit Biscotte 200g RRP* - £2.25 
LU Le Petit Cookie 184g RRP* - £2.25 

*Retailers are free to set their own prices, non-PMP packs available 

¹Nielsen discovery, Total coverage, 52 w.e. 08.03.25