McVities targets Russian market

Cheltenham group Set Square has revamped McVities’ Export Sevilia brand, a three-strong biscuit range sold exclusively in the Russian market.

The change coincides with the launch of the third, blackcurrant, flavour in the range. Meanwhile, packaging for the existing orange and strawberry flavours has been redesigned in line with the new brand identity.

The new style packaging aims to communicate Western qualities and food values while providing strong ingredient cues using colour and photography, says a Set Square spokeswoman.

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