Bisto redesign loses cartoon characters

The Bisto Kids have retired after an 80-year appearance on Bisto gravy packs. A redesign by The Gathering appears on-shelf next week featuring the familiar strapline “Aah! Bisto”, but not the cartoon characters.

According to The Gathering creative director Duncan Bruce, the design is “an evolution” for the Rank Hovis McDougall brand. But consumer research of packs with and without the kids showed they weren’t necessary to sell the gravy products.

The redesign, which applies to Bisto’s four gravy granules and four original powder flavourings, features a new “Aah!”, a new typeface and a redrawn B for Bisto, but it’s “in the genre of the Bisto heritage”, says Bruce. Food shots by John Ash complete the design. The Gathering is now working on catering packs.

The Henley consultancy won the job through directly approaching Bisto Foods marketing controller Ian Ayling.

Bisto gravy granules packs were last redesigned in 1992 by Lewis Moberly.