Fox’s Burton’s Companies (FBC) has unveiled a bold new look for its iconic Party Rings, rolling out refreshed packaging across its full range this summer. The new packs - developed to improve shelf standout and engage a modern audience - feature vibrant ‘illustrations that invite interaction.
As part of the restage, the biscuits themselves have also been updated, now featuring newly moulded bases to enhance their visual appeal.
The packaging refresh began appearing on shelves in stores in May 2025, and with the packs now widely available, FBC is investing over £1.5 million in a high-impact ATL campaign under the Live Life in Full Colour platform.
It “brings joy, colour and imagination to the forefront of everyday life, positioning Party Rings as the biscuit that brightens the mundane,” FBC said. Running across OOH, radio and bus wraps throughout the summer, the campaign is expected to reach 85% of Party Rings’ core audience, it adds.
David Hebson, trade marketing director, said: “Party Rings is already one of the UK’s most iconic biscuit brands. For over 40 years, those bright blue packs and pastel icing have brought a sense of joy to British households. Now, we’re giving the brand the investment it deserves, bringing it to life in bold, colourful ways that celebrate imagination, creativity, and fun.
“And it doesn’t stop at packaging. Our brilliant development team has channelled that same spirit into a wave of exciting NPD, including our limited Strawberry flavour and the playful new Under the Sea Minis format.”
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